Although British summer may be drawing to a close, we’ve noticed a definite lean towards experiences and travel in this months activations. We are also seeing brands continuing to develop targeted activations on the back of current trends such as Love Island and the Euros, to further increase emotive connections with consumers.

Aperol x Mionetto – Keep your bubbles fresh

A gift with purchase in line with the summer season to drive sales through Aperol Spritz collaboration and an ingenious gift with purchase

  • Summer promotion using traditional Aperol Spritz catch.
  • Top Shelf banner and aisle fin for in-store standout.
  • Free bottle stopper with purchase of Aperol 70cl.
  • Aperol and Mionetto on shared shelf space to encourage purchase of both together inline with recipe on card.

Carling – Match Day Experience

Perfectly timed promotion leveraging from the Euro’s without official involvement with high value prizes to extend the occasion.

  • 20 golden tickets hidden inside special cans of Carling which can be redeemed for an epic at-home match-day experience.
  • Experience includes: 65 inch TV, soundbar, TV Sports Pass, £1500 sofa voucher and £200 takeaway voucher plus Carling merchandise and a year’s beer supply.
  • A really nice concept that the golden ticket equates to an experience.

Kelloggs– Personalised Cereal Box Cover

Product personalisation to drive sales through consumer engagement with packs.

  • Simple to enter. Buy 2 promotional packs and enter the unique 10 digit codes from the boxes into the website, upload your image and the box will be posted to you.
  • Works really nicely for Back to School but not so well for the adult alternative ‘{name’s} faves’.
  • Only one corresponding post on social media channels.

Cadbury – Wispa Gold invites fans to invest

Securing connections by giving consumers a piece of the business.

  • Create hype and exclusivity by treating the new Wispa Gold Hazelnut like traded cryptocurrency.
  • Fans can invest in Cadbury’s limited-edition Wispa Gold Hazelnut flavour bar, with the returns paid in chocolate.
  • The “A new type of gold” campaign will allow the purchase of a #WispaGoldHF share at the cost of 69p and updates on the value of shares will come from the @CadburyUK Twitter account.
  • Wispa Gold Hazelnut launched into the UK market with an integrated brand campaign rolling out across social, press and PR.

Hendricks – Complimentary Teacup

Engaging consumers by increasing the uniqueness of the brand personality with an edutaining collaboration.

  • Free Teacup with 70cl bottle of Hendricks gin.
  • Quintessentially British and very in line with Hendriks’ unique branding.
  • Great on-shelf placement with gin and lemonade on either side of the teacup, complimenting ‘Hendrick’s Cucumber Gin’ drink recipe.
  • Promotion design carried across the shelf and on aisle fin for immediate standout.

Swizzels – VIP Factory Tour

Elevate brand authenticity and emotional connection with consumers with the ultimate brand experience offering.

  • In a Willy Wonka style, 5 golden Love Heart tubes have been put into Swizzle bags. Find one to win. Winners can bring 3 guests with them on a VIP experience around the Swizzels factory.
  • There are also up to 10,000 prizes of a Mr Swizzels cuddly toy to be won instantly by entering a batch code into the website.
  • A great incentive for kids to win an experience post-Covid.

WKD – Love Island Collaboration

A complete 360-degree brand communications take over to increase brand awareness and sales through high-profile collaboration.

  • WKD officially announced their Love Island partnership back in April 2021 and has run a multitude of competitions and promotions since then throughout supermarkets and across social media platforms.
  • Loads of prizes to be won which strongly appeals to their target market.
  • Limited edition WKD x Love Island bottles are available to purchase from major supermarkets.
  • WKD is milking every last drop out of this collaboration by plastering it over every communication put out.

Campo Viejo – Dream Holiday

An exciting post lockdown travel promotion to drive sales through during the summer season.

  • Top prize of a holiday worth £10,000 and 1000 secondary prizes of luxury Spanish hampers worth approximately £70.
  • Nicely designed, simple necktag to promote campaign across four of Campo Veijo’s skews.
  • Only available in one major supermarket: Tesco and selection of smaller chains including: One Stop, Londis and Budgens.
  • Promotion is an extension of their ‘Decanta La Vida’ campaign launched in 2020.

Amstel – Free Power Bank

The offer of a valuable reward, relevant for out and about lifestyle to drive sales and awareness of consumption, occasion and flexibility.

  • Innovative free gift with purchase encouraging people to stay on the move for longer.
  • Free Power bank with 4 pack of Amstel Bier.
  • Aisle fin and shelf takeover makes the promotion stand out from other beer brands.
  • Only present instore. There’s no mention of the campaign across any of Amstel’s online channels.

Goose Island – Hop Party

A promotion with fun prizes leveraging from post lockdown opportunity to party.

  • A top prize of a ‘Hop Party’ which includes supplies for a house party consisting of plenty of beer, a Perfect Draft keg machine, food, merchandise and a sound system.
  • Secondary prize (given away weekly, 14 in total) of a home brewing kit.
  • Promotion runs across all Goose Island products available in store.
  • Not a huge amount of standout within the aisle with only the aisle fin for promotion and nothing on the products.

Glenlivet – Beyond the Fireplace

Brand experiences curated that place the Glenlivet’s unique heritage at the heart of summer celebrations combating whisky’s tradional wintry associtions.

  • The event is to promote, and ultimately, generate sales of Glenlivet’s Reserve single malt Scotch whisky.
  • It’s positioned in the back yard of the Boiler House in Shoreditch and is open for a limited time only.
  • Tickets to attend cost £10 and include two cocktails.
  • The name ‘Beyond the Fireplace’ instantly engages consumers to view whisky in a new light and this variant has a tropical twist from being finished in casks which previously held Caribbean rum.
  • The venue is dressed in a Caribbean theme, complete with of beaches, palm trees and a beach bar.
  • The event is also supported on socials including influencer promotion using the hashtag #whiskyandsummer

 

GrandCentral 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