Opticom Marketing - Exceeding Client's expectations .... alwais !

FEATURED PROMOTION
Cadbury Beverages & Aeroplan®

BUSINESS OBJECTIVES AND STRATEGY

• To grow total Canada Dry Trademarks volume
• To drive continuity of purchase and consumer loyalty
• To create a point of difference vs. private label
• Develop on-pack ‘value-added’ consumer offer, building on the equity of the
• Canada Dry/Aeroplan long-term Strategic Partnership
• Impacful Grand Prize to drive retailers support

Theme & Offer:

“Escape with Canada Dry”
3 TIER PROGRAM

TIER 1: SWEEPSTAKES

• Consumers had the opportunity to win 1,000,000 Aeroplan Miles
• Consumers entered online or by mail

TIER 2: ON-PACK LOYALTY PROGRAM

• Consumers earned 50 Aeroplan Miles with each Canada Dry purchase.
• Special Tokens found on participating products

TIER 3: ACCOUNT SPECIFIC MARKETING

• Account specific radio campaign and in-store contests to generate extra retailer support & drive incremental display activities
• Aeroplan Miles and Timberland product used as prizing

PROGRAM COMMUNICATION

• Participating Canada Dry products
• Ontario Radio campaign - 15 stations in 6 major markets
• Retail POS material
• Promotional website and radio station’s website links
• Page at www.aeroplan.com
• FREE Canada Dry & C’plus screen savers

THE RESULTS

This initiative was part of a three-year strategic partnership between Canada Dry and Aeroplan. The program over achieved against set objectives driving brand awareness, volume and display activity while delivering excellent ROI.

• Timing: 8-month promotion window with 12 weeks of radio and 4 month of retail merchandising
• 110,000 combined consumer submissions
• 1.2 million hits on Canada Dry promotional website
• Over 300,000 brand impressions at www.aeroplan.com
• 1.1 million brand impressions at radio station’s contest websites
• 300,000 unique visitors