| My Favourite Incentive
Justine Clement, Managing Director, Unmissable
For someone in the business of travel prizes and
incentives, my choice of a favourite might, on the
surface, appear a strange one, but the Innocent Smoothies
“Supergran” promotion is one of those
truly creative pieces of promotional work that really
stands out.
Clearly the charitable angle is commendable and the
link between knitting the hat for the bottle and Age
Concern’s drive to keep our elderly warm and
healthy during the winter months is both simple and
straightforward. As a result, it delivers a strong
message.
The hats, which have been knitted by members of Age
Concern, have a fantastic impact on-shelf and I challenge
anyone not to be intrigued as to why Smoothies are
sitting there wearing woolly hats. Other similar bottle
promotions, where details are found hanging around
the neck or even lost on the back label in small print,
do not even come close. What’s more the promotion
is supported by a very good website that details everything
from the work that the charity carries out through
to how to knit the hats and, of course, the all important
“hatometer”, which charts progress to
date.
The promotion is so good; it has been running for
two winters. So hats firmly off to the bright sparks
of Innocent’s marketing department – It’s
creative, on message, eye catching and simply brilliant.
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