To drive sales of Iced Coffee for the last two months of the financial year there was an opportunity to create a national trade-wide activation across the Lion Iced Coffee portfolio. The activation was to run for a period of 8 weeks. Our goal was to deliver an activation to drive shoppers to pick up Lion Iced Coffee brands over our competitors.
To ensure the activity delivered the disruption and conversion required to meet our sales objectives we needed to ensure we covered the full path to purchase which included:
On Pack Activation
Full in store path to purchase point of sale across multiple channels
Cash Kick Promotion
To stand a chance to win a share of $50K consumers simply bought any participating pack during the promotional period and entered their details online. Each day a randomised draw took place to award a lucky consumer with a prize valued between $250 and $2,000, which was deposited directly into their bank accounts.
Final entry count of over 370,000 entries
5% uplift volume
In light of this success the promotion is now part of the annual marketing calendar and has extended to include the Lion Flavoured Milk ranges and Daily Juice.