Consumers were "Goblin' Up" Pillsbury's
Near-Pack Premium Offer
Pillsbury decided to differentiate
their refrigerated cookie dough with a cookie cutter premium
offer. Because refrigerated section space is limited, Pillsbury
offered the cutters in a free-standing aisle display. Such free-offer
displays stop consumers in their tracks and promote impulse
sales.
The Solution
Milmour developed four Halloween-related
cookie cutters, and packed them in pairs with a printed recipe
card in FDA-approved packaging. Total cost to Pillsbury: less
than a quarter each.
Success
Consumers "treated" themselves to over a half-million
packaged cutter pairs during the Halloween season. The brand realized
an immediate lift in sales and faster brand re-purchase. Use of
the premium actually promoted increased consumption of the brand.
These benefits are simply unachievable with
a conventional discount coupon offer!
What Can You Achieve with
an Near-Pack Premium?
| Marketing Objectives
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Promote impulse purchases |
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Promote multiple purchase (1
premium with 2 or more brand purchases) |
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Encourage new brand trial |
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Support brand repositioning |
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Encourage new or additional uses
for brand |
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Increase brand visibility and
customer awareness |
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Differentiate
from "me too" brands |
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Gain retailer support for promoting
brand |
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| Benefits of Near-Pack
Premiums |
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Drives consumer to your brand
on shelf
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Dramatic increase in multiple
sales |
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Premium adds value to your brand
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Immediate
consumer gratification |
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Targeted universal delivery |
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No debasement of product value
or retail price |
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No redemption or couponing cost
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Spectacular results |
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