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Case Study No.15 -
Anyone for the Horlicks Sleep Challenge? |
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The 'Take the Horlicks Sleep Challenge' promotion has been included in a disc shaped Fix-a-Form multi-page label that features prominently on-pack on no less than eight different pack variations with the Horlicks range.
The bright, yellow Fix-a-Form is clearly visible on-pack and probably the biggest advantage is that just one multi-page label suits all the product packaging. The campaign has been created to help people sleep better and avoid the problems of sleep deprivation. The Horlicks team are so confident that customers will improve their sleep patterns through this on-pack offer that they have challenged them to get a sleep better or get their money back.
Commercial Director at GSK, explains, "It is our first ever use of a multi-page label so we are breaking new ground with this idea. The reason it worked so well for us on this promotion was that we wanted to communicate a more thought-provoking message about the product which required more space than a standard pack or label could offer."
"The copy lets our customers know how to effectively trial the product and what to do if they feel that they qualify for the money back offer. One whole page of the leaflet is dedicated to directing customers to the Horlicks website where they can find more tips for a good night sleep."
The Horlicks promotion is actively encouraging people to sleep better in order to enjoy greater health and wellbeing.
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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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