Fall Cookie Cutter Kit Differentiates Product at Point-of-Sale

The Objective
General Mills wanted to add to the perceived value and holiday appeal of its "Fall Sugar Cookie Fun Kit" by offering consumers a set of fall-shaped cookie cutters as a free with purchase in-pack premium offer.

The Challenge
The brand wanted two specific fall shapes—a pumpkin and a leaf—and they were concerned that consumers absolutely got both shapes in each and every box. The cutters also had to be custom sized to fit perfectly inside the box, yet be large enough to be useful and functional as legitimate cookie cutters. Lastly, the brand was concerned with such issues as FDA compliance and child safety, and wanted the cutters to be usable for all ages.

The Solution
Milmour designed a pair of fall cutters which were attached to one another, for easy separation by the consumer. This not only increased production efficiencies and minimized tooling and part costs, but also ensured that consumers would always get one of each shape (versus two pumpkins or two leaves). Utilizing Milmour's extensive experience with plastic premiums and plastic cookie cutters, the company provided the brand with a premium that was safe for all ages, yet had a sharp enough cutting edge to cleanly cut through the dough to produce the desired shapes.

The Result
The Fall Sugar Cookie Kit was a very successful and popular holiday-related retail offer. It was very well received by both retailers and consumers, due to its seasonal appeal and the kit's value-added nature. It's a great example of how consumer premium offers can add value to a brand, while also helping to differentiate from the competition at point-of-sale.