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 • Increase brand visibility and customer awareness • Promote brand trial • Revitalize a mature brand • Create retailer enthusiasm for a brand • Make a brand more user-friendly • Support brand repositioning • Promote multiple purchase through continuity premiums • Encourage new or additional uses for a brand • Reward customer loyalty

Benefits of In-Pack Premiums • Impact at point-of-sale via stand-out packaging • Immediate consumer gratification • Targeted delivery • Low cost relative to in-store samples or FSIs • Added value provided • No debasement of product value or retail price • No loss of shelf facing • No redemption or couponing cost • Spectacular results