Driving trial and cross-purchase is key to delivering incremental sales volume for many FMCG brands. How could we harness the power of three such brands at the point of purchase in the Caltex convenience channel?
The Marketing Syndicate built a Caltex-exclusive activation around the core insight that consumers are more likely to stay at home during the winter months – ‘Great Night In’. We liaised with three of Australia’s major FMCG brands to obtain approvals and sign-offs, creating a GWP promotion whereby consumers received a bonus calico carry bag when they purchase any three participating Smith’s, Pepsi and Cadbury products for just $10.
In year one the calico bag GWP was sold out in Caltex stores nationally. Just as importantly the Great Night In theme can now be easily campaigned, year on year, with a our involvement in doing the heavy strategic and logistic lifting, and being the conduit between the brands, a partnership made even more appealing by splitting the cost of the campaign equally amongst the three businesses.