Crown selected to implement on-pack promotion

The Shepton Mallet Cider Mill recruited Crown Bevcan Europe & Middle East to help them implement a promotional giveaway. The idea was to give the customer who bought the one millionth can of Natch cider their height in cases of Natch.

The Shepton Mallet Cider Mill chose Crown’s Instant Win Can idea which allows a tag to be shown in the aperture. The tag reveals a code that confirms the winning can and is completely undetectable until the can is opened.

“As a leading cider producer we are always looking for cost effective ways to bring innovative promotions to our drinkers,” explained Andy Cross, the marketing manager at The Shepton Mallet Cider Mill. “This Instant Win mechanic from Crown met our brief perfectly.”

“Research has shown instant results to be a key purchase motivator when running on-pack promotions. Crown’s Instant Win mechanic worked impeccably. We only needed to apply the winning end to one can. Not producing numerous ‘losing’ can ends made this promotion very cost effective – the feedback from the trade and consumers has been fantastic and we can’t wait until the winning drinker comes forward to win their height in Natch!”

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