POPAI Awards 2013: Retail Sales Promotion

Entry Category: 13 - Retail Sales Promotion

Entry Division:

Entrant Company Name: Saltmine Design Group

Marketing Objectives: o Brand awareness/preference o Consumer engagement o Competitor blocking o Product trial o Retailer collaboration

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Entry Category: 13 - Retail Sales Promotion

Entry Division:

Entrant Company Name: The Round Table Communications

Secondary Entrant Company Name: Ultra Press

Chupa Chups, one of the most iconic confectionery brands has become a staple of retailers globally and provides consistent margin for Australia’s leading grocers.The brand is market leader in its category (lollipops) with a 54% share in the grocery channel with 17.3% penetration and a 72.7% share of the P&C channel. Whilst sales are generally stable, the brand has allocated windows of opportunity to gain sales through marketing campaigns and deliver returns to brand owner and retailer alike. Our campaign leveraged a sponsorship property to:• Drive sales through display & repeat purchase• Maintain market leadership• Reignite relevance to our target audience• Provide retailer support through pricing initiatives & in-store theatreThe idea behind becoming the Associate Tour Partner of One Direction; one of the world’s biggest bands was born.

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