Integrated agency Dialogue141 and digital agency Altogether have created an on-pack and online promotion for Alpen that offers consumers Alpine-themed giveaways as prizes.
The promotion’s theme, ‘We know you know how good it tastes’, mirrors the current TV advertising and targets women between 45 and 64. The competition will appear on six million packs of Alpen Cereal and Alpen Bars from early April 2010.
The promotion’s top prize of four week-long holidays for two to a 4-star hotel in Switzerland will feature on the back of the pack. Runner-up prizes include a champagne hot air balloon flight for two, flying lesson for one, mountain bike courses, walking in the Lake District, horse riding in the New Forest for two and Swiss-style spa treatments.
To enter, consumers log on to www.alpensrefreshingpromotion.com, the microsite created by Altogether, and take the ‘spot the ski instructor’ challenge. The challenge requires entrants to find a clearly-signposted ski instructor in the midst of an Alpine scene, echoing the no-nonsense approach of the TV campaign.
Paul Goold, senior brand manager at Weetabix, which owns Alpen, says: “The no-nonsense approach to the delivery of the ‘Breath of fresh air’ on-pack promotion makes perfect sense as the Alpen consumers know quality when they see it.”
Neil Hamann, managing director of Dialogue141, says: “This promotion is all about being straightforward, honest and down to earth with the savvy Alpen consumer. The style, tone and mechanic emphasise that Alpen will not make the consumer jump through hoops, nor will it use unnecessary superlatives.”
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