Actimel, the yogurt drink brand from Danone, is giving consumers the chance to win one of three MINI Cooper Convertibles as part of its ‘Lift the lid off winter’ campaign, which aims to encourage people to stay positive in the face of the elements and lower temperatures.
To be in with a chance of winning, all consumers have to do is buy a promotional pack of Actimel and check for a winning lid. If the reverse of the foil lids shows a black MINI Cooper shaped icon then they have won a MINI Cooper convertible.
The on-pack promotion will run until the end of March. It is being supported by a heavyweight marketing campaign including TV advertising, social media activity, experiential, sampling, and in-store shopper marketing. Actimel multipacks are available from all major supermarkets and Co-op.
Hannah Mayhall, Actimel Brand Manager at Danone, says: “We wanted to encourage consumers to “stay strong” in winter and give them a chance to show their positive attitude, especially when the days are shorter and temperatures have dropped! With this promotion, we’re looking to celebrate and put a smile on the face of our three lucky winners.”
In the Republic of Ireland, Danone has partnered with charity Barnardos, which holds a lottery licence. This is to conform to Irish law.
Danone is a leading global food company built on four business lines: Fresh Dairy Products, Early Life Nutrition, Waters and Medical Nutrition. Present in over 130 markets, Danone generated sales of €22.4 billion in 2015, with more than half in emerging countries. Danone’s brand portfolio includes both international brands (Activia, Actimel, Danette, Danonino, Danio, evian, Volvic, Nutrilon/Aptamil, Nutricia) and local brands (Oykos, Prostokvashino, Aqua, Bonafont, Mizone, Blédina, Cow & Gate).