Appletiser goes 'offline' with Christmas promotion

by James Quilter , promotionsandincentives.co.uk 02-Nov-09, 11:26

LONDON - Coca-Cola-owned Appletiser is launching a Christmas-themed on-pack promotion offering the chance to win spending money.

The ‘Break out the Bubbly’ promotion puts £250-worth of new year spending money up for grabs. Consumers are required to purchase two different variants of the drink to enter the competition. The prize draw will be made in January.

A prize draw mechanic for a cash prize is commonplace among promotional marketing. However the Appletiser campaign is notable in that it appears to eschew the current trend for using unique pack codes and online redemption.

Instead Appletiser has gone distinctly offline with its redemption mechanism. It is requiring consumers to post their applications, using till receipts as proof of purchase.

Another potential drawback for the promotion could be the lack of prizes on offer. Despite requiring the consumer to go to significant trouble to enter the competition only 20 prizes of £250 are on offer, making a total fund of £5000.