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In-Pack Premium Puts Success
"In the Bag" for Pillsbury Best Flour
Pillsbury wanted to
provide a free cookie cutter in every bag of flour. This premium
would differentiate and add value to the brand, as well as increase
brand consumption. However, Pillsbury had never done a 3-D, in-pack
premium.
The Solution
Milmour created a Doughboy-shaped
cookie cutter that was large enough to be user-friendly, yet compact
enough to fit inside the existing flour bag. Milmour packaged
the cookie cutter and provided a compact premium-inserting machine
that fit in Pillsbury's production line.
Success
Working with Pillsbury's
marketing and production managers, Milmour successfully created,
produced and inserted several million custom Doughboy cutters
into Pillsbury's bags, on time and on budget.
What Can You Achieve with an In-Pack Premium?
| Marketing Objectives
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Increase brand visibility and
customer awareness |
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Promote new brand trial |
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Revitalize mature brand |
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Create enthusiasm for brand at
retailer |
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Make brand more user-friendly |
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Support brand repositioning |
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Promote multiple purchase with
continuity premiums |
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Encourage new or additional uses
for brand |
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Reward customer loyalty |
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| Benefits of In-Pack Premiums
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Impact at point-of-sale via stand-out
packaging |
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Immediate consumer gratification |
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Targeted universal delivery |
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Low cost relative to in-store
samples or FSI |
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Premium adds value |
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No debasement of product value
or retail price |
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No loss of shelf facing |
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No redemption or couponing cost |
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Spectacular results |
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