Jell-O^® Sales Leap with Easter Mold Offer
Jell-O wanted to increase sales at Easter and directly tie the brand to the holiday.

The Strategy
Develop a unique, Easter-related Jell-O mold, for use as a "free-with-purchase" near-pack consumer premium.

The Challenge
The molds had to be large enough to hold 6 cups of liquid, yet be compact enough to allow 80 Jell-o molds to be packed in a custom shipper display that Jell-O was developing. The molds also needed to promote the use of conventional Jell-O, as well as the new "Jiggler" recipe.

The Solution
A two-in-one, brand related premium that achieved all of Jell-O's objectives. Milmour created a unique, bunny-shaped Jell-O mold that also included three attached, Easter-shaped "Jiggler" cutters. Milmour also attached a Jell-O recipe booklet to the plastic molds, which were custom designed to "nest" inside each other, maximizing the limited space available within the aisle displays.

The Result
Another successful consumer premium offer that boosted Jell-O sales at Easter. But that's not all! Because the bunny molds are reusable, they continue to stimulate Easter season sales for the brand, year after year, contributing to Jell-O's long term sales growth objectives. You can't get these results with a cents-off coupon!