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Keebler's "Cracker Keeper" Offer
Promotes Sales of Three Products
The Solution
Keebler and Milmour produced a free "Cracker
Keeper" premium to help consumers store and serve three brands
of Keebler crackers in a single container. The offer required
a multiple brand purchase. It increased brand recognition by decorating
the container with the logos of each of the three brands. And
it encouraged future brand loyalty.
Milmour designed the container with three
custom-sized compartments for the three brands.
Because parts were produced domestically,
they could be molded as redemptions arrived, resulting in no excess
inventory at the end of the promotion.
Success
Response was nearly 150% of the projections
for this highly successful and cost-effective promotion.
Milmour can also help you with self-liquidating
in-the-mail programs that pay for themselves.
What Can You Achieve with a Free-In-The-Mail
Premium?
| Marketing Objectives
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Promote multiple
purchase of brand(s) |
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Encourage multiple
brand trial |
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Increase
brand recognition and customer awareness |
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Make brand more user-friendly
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Reward loyal consumers |
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Encourage new or
additional uses for brand |
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Support brand repositioning
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| Benefits of Free-In-The-Mail
Premiums |
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Provides a database of current
consumers |
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Opportunity for "bounce-back"
offers |
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Provides consumers with value-added,
brand-related premium |
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No need for elaborate packaging
of premium |
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Larger premiums can be offered
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Premium adds value |
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No debasement of product value
or retail price |
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