April has been an exciting month with an expansive set of comprehensive activations. It is particularly refreshing to see a growing number of experience-based promotions as we ease our way out of lockdown. As you scroll, keep an eye for some Blue Sky ideas from a couple of major brands.

 

Innocent – Win With The Big Grow

Repurpose your old cartons and get involved with Innocent’s Big Grow campaign.

  • On pack promotion with instructions and supporting microsite with free growers guide
  • Use old cartons to grow anything you want
  • For a chance to win: Track growing progress and share on Instagram tagging @innocent
  • Prize: Fruit & veg seeds, locally grown fruit and veg (delivered over a 12 month period), growing guide book, cookbook, planting equipment

 

Carling – Win a Football Shirt

Bringing retro fashion to the Euros. Carling is giving away a limited edition Umbro shirt if you find one of 10,000 golden cans in Carling multipacks.

  • On pack promotion with comprehensive social media support
  • Pride and community messaging to appeal to football fans ahead of Euros
  • Willy Wonka style promotion, find a golden can to redeem your prize

 

Magners – Win a Cabin For TWO

Bringing the pub garden to your home, that is of course if you don’t win a luxury cabin retreat for two.

  • Scan QR code on pack to enter
  • Main prize: Luxury weekend cabin retreat for two, in partnership with Handpicked Cottages
  • Runner up prizes: Well rounded prize offering with thousands of garden upgrades up for grabs from globe string lights to home theatre projectors
  • On pack promotion with social media support

 

Wagon Wheels – Win Track Experience With The Stig

Wagon Wheels feed their fans’ ‘legendary sense of fun and adventure’ with their biggest on pack promotion to date.

  • Prizes: 30x action-packed track day with The Stig or 90x Top Gear magazine subscriptions up for grabs
  • ‘WAGON WHEELS’ rebranded to ‘STIG ON WHEELS’ on pack
  • On pack promotion

UP&GO – Swim With Every Bottle

Dive back into the pools with UP&GO’s two for one offer, at all Better swimming pools, with every bottle.

  • Purchase and keep receipt < Book online with Better < Bring receipt and enjoy the swim
  • Aisle fin and red strip on bottle for POS standout
  • Microsite and extensive social media for digital support
  • Elite level ambassadorship in the British Swim Team

 

Taylors of Harrogate – A coffee called ‘Latte’

A simple yet vibrant display of activations to reinforce the NEW ease and simplicity of having a Latte in your own home.

  • Capturing the on-trade market to serve a growing home market
  • Core messaging is ‘simplicity’ – making latte quick and easy
  • Support: Social, In-store, OOH (incl full bus wrap), TVC (https://www.youtube.com/watch?v=aimw7433LNM)

Coca-Cola – New Taste, New Look

Coca-Cola has elevated their sugar-free can, understanding that high sugar drinks are declining in popularity. Introducing Coca-Cola Zero Sugar.

  • New taste: more like the traditional Coke
  • New look: iconic red (changed from black) with black writing
  • Name changed from ‘Coke Zero’ to ‘Coca-Cola Zero Sugar’ to highlight the sugar-free benefit
  • ‘AAAHHH’ messaging on FSDU stems from ‘Open that Coca-Cola’ TVC, representing the indescribable taste

Cif – Reusable Bottle

Cif is making a bold eco statement with their new refillable bottle technology, as they aim to remove 1.5 million plastic bottles from supermarket shelves.

  • Effects: 75% less plastic | 80% less trucks on the road | 100% recyclable
  • How it works: Remove bottle head and fill with water to 630ml < Attach ecorefill and screw until it clicks < Put the spray head back on and use as normal
  • Aisle fin with bold ‘Reuse’ copy for standout

Topo Chico – Free Gift With Purchase

Entering the market from a whole new direction! Topo Chico is a bottled water brand that has recently launched a seltzer. After all, it is just alcohol flavoured water.

  • Freed branded glass with purchase of 4 x 330ml packs
  • ‘The perfect contradiction’ messaging
  • Top shelf banner for POS standout

Yellow Tail – Pair & Share

A simple product pairing with a nod to the growing vegan market.

  • ‘Find Your Yellow Tail’ messaging to encourage vegan consumers to try the wine
  • Customer product pairing
  • For a more effective execution, we would recommend a link save mechanic and better aisle placement

Stella Artois – Tip To UK Hospitality Staff

Stella Artois is giving pubs £1 for every pint pulled in an effort to support the on-trade staff.

  • Up to £500,000
  • Expected to benefit 12,000 hospitality staff members
  • Backed by celebrity publicans Jodie Kidd & James Blunt

 

Sipsmith – Strawberry Smashed Gin

Sipsmith introduces a new summer serve, Strawberry Smashed Gin, as they become the official gin partner of Wimbledon.

  • Made from the strawberries of the cancelled Wimbledon 2020 tournament
  • Short video and social media support
  • Virtual cocktail masterclass on how the gin was made and how best to drink it

 

Subway – Plant Based Beats

Fresh new sounds coming from the roots as Subway celebrate Earth Day. (https://youtu.be/8MwNJknDIDQ)

  • Subway UK & IRL work with vegan grime artists (P Money & Star.One) and PlantWave technology to record Vegang
  • PlantWave technology detects electrical vibrations through electrodes placed on the leaves of plants
  • Appeal to a younger and vegan audience
  • Innovative use of music tech and creative artists

Volkswagen – Voltswagen (April Fools)

Volkswagen gets the last laugh with their elaborate April Fools creating a buzz around their new fully electric car.

  • In a PR stunt on 29th March VW posted a press release to say it was changing US brand name to Voltswagen of America, dated 29th April
  • Media outlets jumped on it and so started the chatter. Many made a link to the upcoming launch of the VW all-electric ID.4 SUV
  • VW later stated it was an April fools hoax and media outlets turned on them saying it was “cringeworthy” and “trying to be cool”
  • Ultimately, media outlets covered the story at least three times each, further advertising the new car free of charge for VW each and every time

AB InBev – Treasure Tool (Green Jinn’s)

AB InBev trialled leveraging data-driven partners to target offers and reduce in-store competition.

  • Treasure is a new tool by Green Jinn’s supported on their cashback app – It allows brands to link a QR code to OOH advertising, bypassing the in-store promotion process
  • A trial version of Treasure has been used by AB InBev for their seltzer brands Babe and Mikes Hard Seltzer, proving very effective over a 4 week period
  • “…it’s really important for us to use data-driven partners like GreenJinn to support us in our growth journey and helps us raise awareness around our product,” – Brand Marketing Manager, Mikes Hard Seltzer

Sainsbury’s – Work From Home Lunches

Keeping lunch low effort and low in cost for the Working From Home mob.

  • Popular lunch items grouped together at low prices
  • Reduces shopper journey and makes purchasing decisions easier
  • Key Visual support either side and above the gondola end
  • Relevant messaging: ‘Work From Home Lunches’
  • In-store and online offer

Nestle – Personalised Adidas Family Kits

Nestle keeping families active with a personalised incentive.

  • Sainsbury’s only – scan nectar card with the purchase of selected cereals for a chance to win
  • Aisle fin and digital banner for standout In-store and online
  • Prize: 4x jackets, t-shirts, track pants, pairs of trainers (2x adult, 2x children)
  • The back of the jacket reads: TEAM [FAMILY NAME]

 

Bachelors – Fully Loaded

Calling on the gaming community with exclusive in-game content up for grabs on Call of Duty.

  • Instant win mechanic
  • +3 million prizes to be won
  • Strong prize alignment, instant food is popular among the gaming community
  • On pack promotion supported with Call of Duty themed microsite

 

Ribena – Hasbro Game Win

25,000 board game classics up for grabs.

  • Neck tag on the bottle for standout and QR code mechanic – Scan QR code to enter
  • FSDU for POS standout supported with a video on social media
  • Leveraging the increasing gaming trend over lockdown

Weetabix – Win Epic Football Prizes

Reinforcing their brand as part of the fabric of British society, Weetabix has partnered with grassroots football right the way to the top, across the nation.

  • Scan Weetabix shaped QR code for a chance to win
  • Prizes: First, Training sessions with FA coaches for you and friends, Signed shirts, International fixture tickets
  • On pack promotion supported with microsite

 

Grand Central develops innovative shopper marketing solutions for a host of brands and organisations. For help with planning, designing and building your requirements please contact us at:

hello@grandc.co.uk / 020 8546 0150