Flavoured Alcoholic Beverage brand Hooch is set to unveil its biggest ever promotion, which will see the brand giving away a movie with every purchase of a promotional bottle or pack. Consumers will have access to thousands of movies at the touch of a button, including many of the biggest cinema blockbusters.

Expected to hit 10m consumers and supporting its ‘Just Av An Ooch’ campaign, the limited-edition promotion will encourage drinkers to enjoy a Big Night In courtesy of the brand and is the result of extensive consumer research by Global Brands Ltd, who distribute and market the brand.

To redeem their free movie offer, consumers scratch off a panel on the Hooch pack to reveal a unique code which they then input at Hoochmovies.com. They will then be taken to a site operated by Global Brands’ partner, Rakuten, where they can browse thousands of movies and select the ones they want to watch. Each code is worth 350 Rakuten points, or £3.50 worth of downloads; multipacks carry two codes and individual bottles one.

Christian Sarginson, brand controller at Global Brands, says: “Continued research into our consumers’ habits and behaviours has been key in developing our latest campaign. Hooch has such a diverse drinker base that finding common interests can often be tricky, however this promotion enables us to reward all our key drinker types as well as recruit new consumers to the brand. With the World Cup over and Love Island coming to an end there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it!”

Hooch conducted substantial market research earlier in the year to support their activity, building their plans around key understandings of their audience. The research revealed that video is a key element for their audience with up to 33 hours consumed per week and that 55% of them usually drink at home.

The brand will support the on-pack promotion with an engaging social media campaign and on-trade activity across the summer. The social media campaign will comprise of comical videos and parody clips from popular Hollywood movies which will be creatively executed by seven relevant, carefully selected social influencers, planned to be live on their social feeds throughout the rest of summer.

The promotion was created and managed in-house.

Originally launched – as alcoholic lemonade Hooper’s Hooch – by UK brewers Bass in the 1990s, Hooch was at one time the leading FAB or alcopop in the UK, with 70% of the market, and had massive international success. It was discontinued in 2003 but relaunched, with a lower alcohol formulation, in 2012 by Global Brands

Global Brands is a leading UK drinks brand development business which owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories. These include VK, Hooch, Corky’s and Amigos Tequila Beer.

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Coca-Cola European Partners (CCEP) has linked up with video game publisher EA and its market leading football game FIFA 18, for a massive on-pack promotion celebrating the soft drink brand’s sponsorship of the 2018 FIFA World Cup.

Running across the whole Coca-Cola portfolio, the promotion – designed to appeal to the 14 million people expected to tune in for each game – will see unique codes printed on promotional packs of Coca-Cola Classic and Coca-Cola Zero Sugar from now until June 17th. Consumers can enter the codes online to unlock exclusive in-game content within FIFA 18 for the Xbox One and PlayStation4 consoles. They will also be entered into a draw to win a rare player and Coca-Cola jersey for their team.

CCEP says research shows that more than half the UK population are planning to watch this year’s World Cup.

The promotion will be supported by a £2.5 million marketing campaign that includes POS, digital, social and out-of-home advertising.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “89% of consumers watched the 2016 UEFA Euros at home and 33% consumed soft drinks during matches. Our latest promotion is designed to capture the excitement of the nation ahead of the 2018 FIFA World Cup by partnering with the world’s biggest sporting game.”

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of the FIFA World Cup that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950. FIFA and The Coca-Cola Company have now extended their long-time partnership to 2030.

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Quaker Oats is rerunning its successful Overnight Oats on-pack promotion from last summer, but with a twist – consumers will now be able to choose the colour and design of the jar they get.

Last year’s promotion saw 40,000 Mason Jars despatched to consumers, but they had to choose from one of five different designs. In the latest version of the promotion, there are three designs, each in three colourways.

The promotion, running on 1kg packs of Quaker Oats, supports Quaker’s ongoing campaign tapping into the interest in ‘overnight oats’ (oats prepared by being soaked in milk or other liquids in the fridge overnight rather than being cooked). Because they are eaten chilled rather than hot, they are proving more popular during the summer months, traditionally a low period for cooked oats.

The promotion runs until the beginning of June. To claim their jars, consumers have to find the unique codes from promotional packs of 1kg Traditional and Jumbo Rolled Quaker Oats, enter them online at www.quaker.co.uk/overnight and pay postage and packing (which starts at £1.99 for one jar and goes up to £9.99 for nine jars). Each code entitles consumers to one jar, and there is a limit of nine jars per household.

Eric Williams, Quaker Oats Marketing Manager, says: “Last year, we gave away 40,000 mason jars as part of the on-pack promotion – a huge success! This year we are mixing things up by offering consumers the chance to interact with the designs. We know that overnight oats are an increasingly exciting breakfast trend continuing to gain momentum, so we expect some great engagement with the campaign. As 62% of cereal occasions include fruit, especially in overnight oat recipes, and a real skew towards fruit options in the summer months, there is a huge opportunity for retailers to drive sales outside of the usual porridge season.”

In addition to the on-pack promotion, Quaker will be showcasing new overnight oat recipes online to inspire shoppers. The brand will also encourage further interaction across social media channels and via a partnership with popular recipe video creators, TWISTED.

The Quaker Oats brand is owned by PepsiCo. PepsiCo generated more than $63 billion in net revenue in 2016, driven by a food and beverage portfolio that includes Frito-Lay and Walkers savoury snacks, Gatorade, Pepsi-Cola, Quaker and Tropicana drinks and Quaker. PepsiCo’s product portfolio includes 22 brands that generate more than $1 billion each in estimated annual retail sales.

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Leading savoury snack brand Golden Wonder is rewarding customers through a major on-pack promotion in partnership with Pizza Hut Restaurants.

During the campaign, everyone who buys a promotional pack is guaranteed a prize or reward from Pizza Hut Restaurants.  These will range from free pizzas, free desserts and free side orders to money-off vouchers for restaurant meals, with the reward worth much more than the price of the pack itself.

To enter, consumers must purchase a participating promotional pack of Golden Wonder during the promotional period, then visit www.winwithgoldenwonder.com and enter the unique 10 digits alpha/numerical code found on the back of individual promotional packs or on the inside of the outer wrapper for multipacks. They will also have to provide their name, date of birth, title, country of residence and a valid email address.

There are 1,500 prizes available to be won each day during the main promotional period (105,000 in total). Winners in England, Scotland, and Wales will win a voucher code for an individual Pizza Hut Restaurants pizza. Winners in Northern Ireland will win a £15 Pizza Hut gift card.

All entrants from England, Scotland, and Wales will receive a randomly selected Pizza Hut Restaurants voucher. These vouchers range from discounts off the bill of 25% or 33%, free desserts or free sides.

Matt Smith, marketing director for Golden Wonder, says:  “We want to reward all of our loyal stockists and consumers as our fully-flavoured crisps continue to attract new fans and re-engage those who have fond memories of the brand. Consumers are double winners when they choose Golden Wonder, benefitting from both the strong, punchy flavours and a prize from Pizza Hut Restaurants.  With lots of Pizza Hut Restaurant locations across the UK, no-one will have far to travel to enjoy their fully-flavoured meal out.”

The campaign is being supported by multi-channel marketing featuring TV advertising in Scotland and there will also be significant digital, social media and public relations activity in partnership with Pizza Hut Restaurants.  There is also specific trade support for the convenience sector including promotional offers and free POS.

Priten Mistry, commercial marketing manager of Pizza Hut Restaurants, adds:  “We are delighted to join with Golden Wonder for this promotion, which we believe will be beneficial for both Pizza Hut Restaurants and Golden Wonder.  Golden Wonder’s audience is complementary to ours and we believe that the combined investment in this joint campaign should help both brands to attract new consumers and gain traction in their respective markets.”

Golden Wonder, which was created in Scotland more than 70 years ago, is owned by Tayto Group Ltd, which is the biggest British-owned crisp and snack manufacturer, producing five million bags a day across its six UK sites.  The company remains family-owned and its headquarters are in Co Armagh, Northern Ireland.  In addition to Golden Wonder, its portfolio also includes Mr Porky, REAL Crisps, Jonathan Crisp, Portlebay Popcorn and Tayto, Northern Ireland’s number one crisp brand.

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McDonald’s launches McDonald’s Monopoly Wiiiin, the latest version of its annual Monopoly promotion, on March 21st 2018. The promotion ends May 1st 2018.

This is the 13th consecutive year that McDonald’s has teamed up with Monopoly’s owner, global toy and game company Hasbro, for a promotion themed around the classic board game. The annual McDonald’s Monopoly campaign is one of the biggest promotions in the world, if not the biggest, in terms of prizes.

The promotion is open to consumers aged 16 or over who are UK, Isle of Man or Channel Islands’ residents. There is a No Purchase Necessary route for Northern Irish consumers.

There are four ways consumers can win prizes by collecting the game stickers which come with McDonald’s menu items:

• Instant Win – peel and reveal one of millions of prizes to win instantly. Prizes include £25,000 cash, MINI cars, Xbox One X game consoles, cameras, speakers, experience vouchers, cinema tickets, fashion vouchers and Sky passes.
• Collect to Win – collect and complete property sets from the classic Monopoly board to win prizes including £100,000 cash, holidays to Universal Orlando theme park, games consoles, speakers, NOW TV passes, fashion vouchers and experience vouchers.
• Online Win – all stickers carry a unique 10 character code which can be entered online at mcdonalds.co.uk/monopoly for the chance to win instant prizes every minute including cash, Deezer premium subscriptions and CeX vouchers, Sky Store vouchers and millions of other prizes.
• Finally, the ‘Got 10 Spares Game’ allows consumers to turn any 10 property sticker combinations into a Sky pass allowing them to get one day of Sky Sports or one month of Sky Entertainment, Sky Cinema or Sky Kids. Players can claim up to three passes during the lifetime of the promotion, but they have to be different.

The total prize pool on offer includes four lots of £100,000 (for getting both Mayfair and Park Lane), four lots of £25,000 in cash (instant win prizes), 20 MINIs, 20 Universal Orlando trips, 500 Xbox One X games consoles, 13,000 bundles of a NOW TV box and annual pass, Best Western Hotel breaks, Red Letter Day vouchers, Missguided or Mennace fashion vouchers, KitSound Wireless Speakers, Sony Action cameras, Mello skateboard kits, cinema tickets, PrezzyBox.com vouchers plus a range of online retailer discount vouchers and free McDonald’s menu items.

The promotion was created by The Marketing Store, which has been working on the McDonald’s Monopoly promotions for many years, with advertising created by Leo Burnett London.

Full terms and conditions and a full list of all prizes are available on the promotional website, monopoly.mcdonalds.co.uk.

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Clipper Teas, the ethical and organic tea brand owned by Wessanen UK, has partnered with chocolate producer Seed and Bean on a large scale on-pack promotion; available to all its retail partners nationwide.

Over 300,000 packs of Clipper’s green tea will carry a Seed and Bean branded sticker which will give consumers an opportunity to claim a free bar of Seed and Bean’s 85g dark chocolate.

There are four flavours to choose from: Extra Dark, Cornish Sea Salt, Extra Dark 72% Cocoa, Extra Dark Mint and Fine Dark Lemon and Cardamon.

To claim their free chocolate, consumers will be directed towards a dedicated micro-site to enter the unique code printed on the inside of the box. They will then be asked to choose the flavour they want, and the free bar will be sent to them.

The promotional packs are available from mid-December 2017 and will be available until stocks last.

To help introduce office workers to green tea and dark chocolate, Clipper will also deliver samples to over 500 major London businesses including Top Shop, Vogue House and Air BnB.

Finally, to inspire consumers to switch their tea break to green tea and dark chocolate, Clipper Teas has enlisted the help of expert nutritionist Libby Lemon who offers advice on the best green tea and dark chocolate pairings on Clipper’s website.

The partnership unites and strengthens the shared values of the brands including their organic and Fairtrade principles alongside their dedication for using the finest natural ingredients and delivering great-tasting products.

Adele Ward, Clipper Teas Brand Controller at Wessanen UK, says: “There is a great synergy between Clipper and Seed and Bean which has enabled us to put together a well aligned on-pack promotion and a generous offer that will attract ethical and conscious shoppers. Not only do we share the same natural, fair and organic principles, but we are also both produced in the UK and are committed to producing high quality and delicious products in beautiful packaging.

Clipper Teas and Seed and Bean will be supporting the partnership across all social media channels including which will include a collaborative social competition to win a hamper of green tea and dark chocolate.

Clipper was the UK’s first Fairtrade tea company. Founded in Dorset in 1984, Clipper manufactures an extensive variety of organic and Fairtrade teas and coffees – from everyday blends to green tea and infusions. All of Clipper’s products are made with pure ingredients from the highest-quality sources, with nothing artificial added.

Clipper brand owner Wessanen UK is a natural and organic food company with healthy brands including Clipper Teas, Kallo organic rice cakes, savoury snacks, stocks, gravies and cereals, Whole Earth organic spreads, cereals and drinks, Mrs Crimble’s gluten-free macaroons, cakes, biscuits and snacks and Almond Breeze milk alternative.

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Marketing services experts Multi Resource Marketing (MRM) is working with the world’s second biggest selling candy brand, Mentos, on its Me&You on-pack loyalty programme in the UK. Me&You gives Mentos fans access to a unique code which unlocks a series of special offers on must-have experiences which they can share with friends and family.

Mentos, the UK’s fastest growing mint brand, is owned by international confectionery company Perfetti Van Melle Corporation. Mentos now has four million UK consumers, selling close to 100 million rolls a year.

MRM fully developed and manages the Mentos Me&You online loyalty platform and sources a selection of money off discounts, ‘2 for 1’ deals and prize draws from selected partners. Offers change monthly and can include: 25% off a Vineyard tour for two people; 15% off a bouquet from Flying Flowers; 20% off at ecommerce site Boohoo; and free fitness classes with Move GB.

To claim these rewards, consumers need to buy a pack of Mentos, go to www.mentosmeandyou.co.uk and enter the unique code which can be found inside the packaging.

Mentos candy is the number two candy brand in the world. First produced in the Netherlands in 1948, it is currently sold in more than 130 countries worldwide. Perfetti Van Melle is an Italian-Dutch global manufacturer of confectionery and gum, created in 2001 following the acquisition of Van Melle of the Netherlands by the Italian Perfetti Group.

Established in 1993, MRM is an independently owned multi-award winning marketing services provider based in Leicestershire, England. A member of trade body the Institute of Promotional Marketing, the company provides both digital and physical fulfilment marketing campaign support to some of the UK’s best-known brands, companies and organisations.

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John Lyons of Brandmovers provides some timely advice for those looking at using receipt validation in their promotions

Everyone’s talking about receipt validation for promotions, rebate and loyalty, but why and when should you use it?

In the past, activating a proof-of-purchase sales promotion or loyalty program required significant investment in product packaging, integration with a limited set of retailers – or just one retailer – or cost-prohibitive inflexible solutions, along with the blind hope that the model would deliver ROI.

With a number of technology-based receipt processing platforms coming to market, it’s now possible to use scalable and flexible automated purchase validation as part of your sales promotion, rebate incentive or rewards program.

It may sound complicated – but actually it’s simple.

Customers submit photographs of receipts via a wide range of electronic media – smartphone camera, email, SMS – and have them validated almost instantly. At the same time, any decent receipt validation solution should data capture all pertinent information from the customer’s receipt, including date/time, the store purchased from, and – if you want it – their entire shopping cart, to give added insight into purchase patterns.

A robust system will come complete with fraud prevention built in.

You can use it for:

• Proof of Purchase Promotion – gift with purchase, coupon claim, purchase necessary prize draw, instant win.
• Repeat Purchase Promotion – frequency of purchase, buy x products to unlock a gift, earn entry to prize draw, instant win.
• Rebate or Cash back.
• Loyalty Program – points-based rewards program, incentives and benefits program.
• Trade Incentives Program – reward B2B trade purchases, incentivise and reward B2B sales representatives.

But when is receipt validation best used, and why would you choose this mechanic over more traditional models?

Five Reasons to use Receipt Validation:

1. As an alternative to unique code on pack

Quickly deployable and with no impact on printing or packing, purchases can be validated almost instantly. Run promotions or loyalty programs in a more cost-effective fashion without having to worry about the effect on production lines or packaging design.

2. If retailer support isn’t available

Marketers should be looking for a truly retailer-agnostic digital and mobile solution that is not dependant on integration with POS systems or geography. Ideally, solutions should work with any retailer or with multiple retailers – so if the purchase can be identified, the receipt can be processed and rewards activated. This is especially relevant for products that can be purchased anywhere, such as a can of Pepsi.

3. Gain extra market research

Data capture should be able to digitize not only the content needed to verify the relevant purchase, but also retailer, date, location, payment method of purchase and the entire purchase basket for deep dive data insights and pattern analysis.

4. Connect directly with your brand consumers

Receipt validation should be deployed to create a direct communication loop with brand consumers, without negative impact on retailers. Often this helps strengthen brand-retailer partnerships, with insights leading to mutually rewarding activations.

5. Build towards a loyalty solution

If you’re new to receipt validation, then start small – learn to crawl before you walk before you run. You should be looking to upscale and learn from localised test activities. Data from these should help you plan and implement bigger projects successfully, based around your business objectives and your customer data. The goal should be to design a well-planned multi-territory enterprise loyalty execution and deliver real return on investment.

John Lyons is Managing Director, Europe, of Brandmovers, a global leader in digital engagement promotions and loyalty that help brands connect with their consumers.

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PepsiCo-owned snack brand Doritos has teamed up with Xbox to offer consumers the chance to win more than 70,000 prizes, including the new Xbox One X.

Each promotional pack will contain a unique code. Consumers have to go to doritos.co.uk/Xbox and enter their codes to find out if they have instantly won.

There are 70 top tier prize packs to be won, which include an Xbox One X console, two controllers and five different physical games (Forza Motorsport 7, Gears of War 4, Halo 5: Guardians, Assassin’s Creed Origins, Shadow of War). Winners can substitute the physical Gears of War 4 game for a digital copy of Crackdown 3, once it is released.

In addition, there are 700 digital games – 175 of each of the following: Forza Motorsport 7, Halo 5: Guardians, Assassin’s Creed Origins, Shadow of War – to be won, 70 12 Months Xbox Game Passes, 70 12 Months Xbox Live Gold Passes, 35,000 14 Days Xbox Live Gold Passes and 35,000 7 Days Xbox Game Passes. Finally, there are 7,000 packs of Doritos in various flavours to be won.

Will Robinson, brand manager of Doritos, says: “With sharing bags responsible for one fifth of all savoury snacking occasions within the UK and single serve packs making up half of all crisp, savoury snack and nut sales, we are confident this promotion will drive sales.”

The launch of the Doritos and Xbox partnership will be supported by in-store and social media campaigns, and an Xbox homepage takeover. The on-pack promotion will run between the October 23rd 2017 and 31st December 2017.

The UK promotion is only open to legal residents of the United Kingdom and the Republic of Ireland aged 18 or over.

Meanwhile, in the US, Doritos and sister PepsiCo brand Mountain Dew are giving Xbox fans a chance to win a new Xbox One X console with an AR capture-the-flag event in the US.

DEW and Doritos have announced “The Drop Zone,” a series of augmented reality (AR) events where players can compete for the chance to win the new console. The Drop Zone is in conjunction with DEW and Doritos’ “Every 60 Seconds” online auction where fans can bank points through on-pack codes for a shot at winning one of hundreds of Xbox One X.

Players will need to download “The drop zone” app to register for a spot to participate in the AR games. If they get through the games will have to find, claim and keep control of a virtual console within the app by “deploying offensive and defensive power-ups”.

The series of AR events will take place in New York, Los Angeles and Chicago over the weekend of November 10th.

Ryan Matiyow, Senior Director of Marketing – Doritos & Cheetos Brands at Frito-Lay North America, says: “Dew and Doritos are known for providing gamers with unique ways to access exclusive gaming experiences. We’re upping the ante with the introduction of ‘The drop zone’ experience this fall. The Augmented Reality capture-the-flag experience is going to be off the charts for gaming fans nationwide.”

Chauncey Hamlett, senior director for marketing at Mountain Dew, adds: “Xbox fans are always looking for innovation and unique gaming experiences. The immersive and thrilling Drop Zone experience by Doritos and Dew is a totally unique, exciting way for fans to get their hands on the most powerful gaming console today.”

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Crabbie’s, the Halewood-owned ginger beer brand, is running a Rugby Rewards on-pack promotion which benefits both consumers and the amateur clubs they support.

The promotion runs until May 31st 2018, and consumers have the chance to win prizes every week, including 55 inch, Sound Bars, Fitness Trackers and Crabbie’s branded merchandise including key rings, mini rugby balls, sunglasses, beanie, canvas bags and bottles and cans.

To enter, consumers need to enter a code found on limited-edition promotional packs of 330ml and 500ml Crabbie’s Alcoholic Ginger Beer Original and Scottish Raspberry, on the Crabbie’s promotional website, www.crabbiesrugby.co.uk. In addition to allowing entry into the consumer draw, the codes are also worth points to participating rugby clubs.

As part of the entry process, consumers are asked which rugby club they want to give the points they collect to (there is a ‘no club’ option). Amateur rugby clubs which are registered with the rewards programme can use points given to them by consumers to trade in for Crabbie’s-branded equipment including rugby balls, training bibs, contact pads and tackle bags.

The promotion was created for Crabbie’s by integrated agency ATOM Marketing.

Anja Weise-O’Connor, senior marketing manager for Crabbie’s at Halewood Wines & Spirits, said: “Thanks to limited-edition packaging the promotion gives retailers the opportunity to increase sales, as well as maximise opportunities for repeat purchases with the weekly prize draw, which will run for the duration of the season.”

The brand says its previous “Try and Win” promotion saw more than 34,000 entries.

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