Tate & Lyle: Operation Get Sweet
Consumer Promotion, Retail, Print, Web
Consumer Promotion, Retail, Print, Web
The Challenge
Tate & Lyle manufactures Splenda and sells it as an ingredient for hundreds of foods and beverages (i.e. - Diet Coke sweetened with Splenda). While manufacturers were buying the ingredient, they weren't buying the Sweetened with Splenda logo for their product - they didn't see the value in it. Tate & Lyle needed to prove the value with a selling story that started with the shopper who was already buying the products sweetened with Splenda. The problem was they didn't know that it was Splenda that was the secret behind the delicious low-calorie taste of their favorite products.
The Idea
A Kroger-specific consumer promotion, featuring the lovable spy Maxwell Smart (and the release of his DVD), that gets shoppers looking for the Sweetened with Splenda logo for a chance to win big. They had two ways to cash in on the promo:
1. Buy SWS products and enter the UPCs on a promotional microsite for a chance to instantly win
2. Buy three SWS products and the Get Smart DVD and receive $5 off your next purchase (executed through Catalina coupons)
Tate & Lyle manufactures Splenda and sells it as an ingredient for hundreds of foods and beverages (i.e. - Diet Coke sweetened with Splenda). While manufacturers were buying the ingredient, they weren't buying the Sweetened with Splenda logo for their product - they didn't see the value in it. Tate & Lyle needed to prove the value with a selling story that started with the shopper who was already buying the products sweetened with Splenda. The problem was they didn't know that it was Splenda that was the secret behind the delicious low-calorie taste of their favorite products.
The Idea
A Kroger-specific consumer promotion, featuring the lovable spy Maxwell Smart (and the release of his DVD), that gets shoppers looking for the Sweetened with Splenda logo for a chance to win big. They had two ways to cash in on the promo:
1. Buy SWS products and enter the UPCs on a promotional microsite for a chance to instantly win
2. Buy three SWS products and the Get Smart DVD and receive $5 off your next purchase (executed through Catalina coupons)
Thematic Insert
Dropped in targeted publications to announce the promo and drive to purchase
Dropped in targeted publications to announce the promo and drive to purchase
Shelf Talker
Placed in front of partner products throughout the store
Placed in front of partner products throughout the store
Floorstand Display
In high-traffic area of the store
DVDs featured promotional stickers as well
In high-traffic area of the store
DVDs featured promotional stickers as well
operationgetsweet.com
Consumers play instant win game by entering their
UPC codes from Sweetened with Splenda products
Consumers play instant win game by entering their
UPC codes from Sweetened with Splenda products
operationgetsweet.com
Prize page
Prize page
operationgetsweet.com
Floorplan of the store to help promote all
of the products sweetened with Splenda
Floorplan of the store to help promote all
of the products sweetened with Splenda
