Magners Light In The Spotlight
The Brief: Build brand awareness and drive sales in the on-trade, raise the brand’s profile and reinforce the brand’s connection with style and fashion
The Solution:“Magners Light In The Spotlight “combined sampling, a purchase incentive in the form of an instant win mechanic, and a promotional website which allowed us to put the consumers “In the Spotlight” in order to highlight their night out and their style.
After receiving a free sample, consumers were encourged to purchase a Magners Light at the bar for a chance to win Magners Light prizes instantly. The promotional team also photographed stylish consumers and their photos were then uploaded to:www.magnerslightspotlight.com
Visitors to the website were encouraged to register for the chance to win a pair of designer sunglasses worth £100 with 1 pair to be won every week for the 10 weeks of the campaign.
A further 300 accounts received a self run promotional kit
Results: On Trade Sales UP 25% year on year and AC Nielsen figures showed on-trade distribution increased from 47% to 50%.
With 306 staffed promotional nights over a 3 month period, over 11,000 consumers sampled the product too!
