The sleek and sophisticated look of the new California Lottery® Black Scratchers® represented a unique opportunity to stand out in the colorful and cluttered retail environment. Leveraging the campaign tagline “Luck Has a New Look,” we continued Lady Luck’s intriguing and mysterious story at the point of purchase through an array elegant and stylish retail advertising elements.
Utilizing print techniques, Lady Luck’s new look was brought to life across the 11 element POS kit; foil paper stock, raised UV gloss, varnish and LED lights were all incorporated to deliver the desired look and feel of California Lottery® Black. To extend the campaign’s footprint at retail, at a number of Circle K locations, oversized/curved ceiling danglers were installed to further drive awareness of the game at different areas throughout the store. Additionally, at select Quik Stop retailers, a cross-aisle promotion for a free 12oz. cup of coffee with the purchase of a California Lottery® Black ticket was executed. Support elements for the coffee promotion included: limited edition California Lottery® Black coffee cups, coffee machine “brew toppers”, backlit espresso bar signage and door posters.
The success of the California Lottery® Black Scratchers® launch was monumental - over the game’s first eight weeks on sale, it was by far the best selling $5 Scratchers® ticket, outpacing the sales of the second best game by over $14 million.