Milka hands out chocolate bars in online voucher push

by James Quilter , promotionsandincentives.co.uk 05-Nov-09, 14:37

LONDON - Kraft chocolate brand Milka is giving away a free 100g chocolate via an online voucher as it seeks to drive consumer trial in the run-up to Christmas.

The brand has teamed up with online coupon specialist Couponstar to provide printable vouchers via the Milka site. The vouchers are redeemable via the major grocers.

To get them consumers need to embark on a virtual journey through the Swiss Hills to find the Milka cow. To print the voucher consumers need to download Couponstar software.

Coupon and voucher misredemption is still a big problem for retailers despite the decision of Tesco to tighten its rules.

However according to Couponstar one of the benefits of handing out free samples – as opposed to money-off deals – is customers are less likely to misredeem. This is the case even though a money-off coupon and a free product voucher are technically the same thing.

Comments

Nicola Lucas - 05/11/2009

'the major grocers' - can you be more specific?

James Quilter - 05/11/2009

I will try. Manufacturer-funded coupons, like this and the Hovis one, can be redeemed anywhere the manufacturer stocks the product. Hence you can go into your local Tesco Extra, pick up a bar off the shelf, redeem your voucher and take it home. However this may not be so easy in the Tesco Express around the corner, because may not stock the product. So the short version is: if you're in the shop, you've got the voucher and the shop has the product - you're in luck.