Nestle Countline Drive enticed consumers, delivering exceptional results.
Nestle Chocolate Countlines, TEX; BAR-ONE; AERO; SMARTIES; and KITKAT, this month concluded one of the year’s largest and most successful sales drives. The Countline Drive, giving away in excess of R1.5-million in airtime and cash prizes, significantly increased product sales over the promotional period soliciting millions in competition entries.
Nestle Chocolate Countlines, TEX; BAR-ONE; AERO; SMARTIES; and KITKAT, this month concluded one of the year’s largest and most successful sales drives. The Countline Drive, giving away in excess of R1.5-million in airtime and cash prizes, significantly increased product sales over the promotional period soliciting millions in competition entries.
“Retail point of sale promotions present a significant challenge,” says Countline Category Manager, Sureshnee Nair. “Breaking through the competitive clutter within a store environment is never easy, as today value and consumer needs require a near perfect marriage.” The Countline Drive was designed to fulfil immediate gratification by offering instant cellular airtime prizes along with a weekly cash prize draw and one grand prize draw. “The mix was perfect with air time being such a highly consumed commodity, always in demand; delivering an instant value proposition on purchase.”
Sureshnee Nair says that the high number of entries and increase in product sales delivered a significant return on investment. “The return was exceptional. Last year we tested the concept on the KITKAT brand, which saw similar results. During a period of economic challenge consumers seek value across all brand purchases and thus marketers have to work much harder to gain market share.”
The Nestle Chocolate Countline Drive was launched in May this year and concluded at the end of August 2009.