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Luvs® & Barney!™ team up with
sippy cup
Custom, targeted “gift”
draws high response, drives increased sales
Objective
Procter & Gamble wanted to stimulate
sales and reward loyalty to the Luvs® brand, as well
as motivate consumers of competitive brands to try Luvs
Ultra Leakguards™ diapers.
Challenge
For the Luvs marketing team and
Milmour, the secret to success was selecting a premium
that was relevant to the target audience, offered high
utilization, and was an exceptional showcase for the licensed
partner, Barney!™.
Solution
Milmour, Marketing Motivators (an independent
Milmour representative firm), and the Luvs marketing operations
team worked closely to create a custom, high-quality plastic
Barney! “sippy cup.”
An attractive premium for parents of diaper-age
children, the Barney! sippy cup was offered with purchase
of Luvs Ultra Leakguards, and was promoted with a direct
mail package sent to families nationwide.
Success
Mothers and fathers responded to the
offer at a rate significantly higher than the industry average
of 1%. During the successful promotion, and a second promotion
several months later, sales of Luvs Ultra Leakguards diapers
increased. |
