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Case Study No.14 -
Greene King go for extra shelf appeal |
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Greene King has enhanced the quality and appeal of its on-pack promotions with the use of a stunning new series of Fix-a-Forms and Auto Collars manufactured by Denny Bros.
Three promotions for Ruddles County and one for Abbot Ale have helped to create a fun culture around the brands. Two Auto-Collars replaced the traditional neck cones with on-pack offers featuring free binoculars and Weekend Break prizes. The Auto Collar transforms a conventional Fix-a-Form multi-page label into a neck tag for automatic application to bottled products.
"Although appearing like a conventional neck tag, the Auto Collar device opens to reveal many extra pages for information and promotions, and this extra space is exactly what we needed to communicate all the details of the various offers. We have used the Auto Collars because they give us unlimited space allowing us to dedicate a whole page to a suitable feedback mechanism", said the Ruddles County Brand Manager.
Greene King has also selected a Twin-Form and a multi-page label for two similar loyalty offers based on the collection of stickers carried within the Fix-a-Form. The stickers allow pub landlords to collect premium quality brand merchandise.
"Collector stickers are not a new idea for us, but with Fix-a-Form they are now delivered to the customer in a tamper evident leaflet and this added safety feature is an extra bonus."
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Kempson Way,
Bury St Edmunds, Suffolk IP32 7AR, England.
Tel +44 (0) 1284 701381,
Fax +44 (0) 1284 705575 |
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