Case Study

Household cleaning manufacturer launches new product through first-pack free promotion

Looking to drive sampling at scale nationally, this leading air freshener brand engaged Valassis.
6,792
Packs distributed nationally
1,177
Claims submitted
Categories
  • Cleaning Products
Challenge
This leading air freshener brand was launching a new product variant. They therefore wanted to drive trial and encourage first-time use of the product nationally. Our client was also looking for ways to ensure that retailers would stock their new product on shelves.
Strategy
Valassis devised a first pack free promotion to grab shopper’s attention, stand out on shelves and drive sales for both the brand and retailers. We chose to use an on-pack cashback promotion as it would require no effort from retailers to implement.
Solution
Over 6k promotional packs were put in market, advertising the giveaway and driving the shopper to a web page. There, we captured information about the consumer and their purchase (price paid, retailers, etc). We also included a short questionnaire to collect valuable data about customers’ brand preferences and shopping habits.
Result
The product was available in all major retailers and 17% of the packs were activated, surpassing expectations. The brand was also able to collect valuable insight into the purchase price, preferred retailers and consumer habits which will inform future marketing activity. They are now planning to repeat the activity across multiple brands.