On-pack promotion use the space on a product’s packaging to advertise the opportunity to win prizes like cash, vouchers, consumer goods and holidays.
They’re very effective, particularly for brands in the food and drink sector and in response to restrictions on advertising HFSS (high fat/salt/sugar) and less healthy food (LHF) products, but there are several elements that need to be in place for an on-pack promotion to be successful.
- Well defined objective
Do you want your on-pack promotion to drive sales, help your product stand out on the shelf, reward customer loyalty, encourage shoppers to make a repeat purchase or try a new product, or gather data about your customers?
You can have primary and secondary objectives, but keep what you want to achieve in mind when you design your promotional concept.
- Simple concept
The average supermarket shopper spends 13 seconds standing in front of the shelves deciding which product to buy, so consumers need to be able to grasp the idea behind your on-pack promotion very quickly. It also needs to be appropriate and to resonate with them.
For example, a games console is unlikely to be a particularly appealing prize for an older woman buying anti-ageing skincare cream, whereas a holiday in the Caribbean is a prize that would feel suitable for a rum drinker.
- Careful planning
For a successful on-pack promotion, the scheduling needs to work. The response to an Easter competition won’t be very strong if it launches the day before Good Friday.
It can take time to print details of the promotion on the packaging and then to get the products into store, but to maximise the promotion’s impact consumers need plenty of time to enter it before the closing date.
Ideally, the promotional packaging won’t still be on the shelves after that closing date, but equally customers can find it very frustrating if they purchase a product because it has an on-pack promotion and the promotion hasn’t opened yet.
- Clear communications
A packet of potato-based snacks or a soft drinks can – whatever the product, space on the packaging will be limited and certain information must be clearly visible. This is known as the ‘significant conditions’ and it means all relevant information which, if it was left out, would be likely to mislead the potential entrant.
Significant conditions vary depending on the promotion, but generally include dates, such as when the promotion opens and closes, the, type and number of prizes available, any restrictions on entry and the promoter’s details. A short version of this information can appear on the packaging as long as entrants are directed to the full version of the terms and conditions, for example on a dedicated microsite.
- Easy participation
The on-pack promotion could be a text to win or a QR code that takes the entrant online, but whatever the entry mechanism it must make it quick and straightforward for people to enter and for winners to claim their prizes if they win. Any issues with the process could cause disappointment to participants and potential reputational damage to the brand running the on-pack promotion.
- Efficient fulfilment
Winners must generally receive their prizes within 30 days of claiming or the closing date of the promotion, so prizes must be dispatched in a timely manner (if there will be a delay this should be covered in the terms and conditions).
- Regulatory compliance
On-pack promotions must comply with the CAP Code. These are the rules that govern all non-broadcast advertising in the UK, including prize promotions. They are administered and enforced by the Advertising Standards Authority (ASA).
What are the essential elements of successful on-pack promotions?
- Well-defined objective
- Simple concept
- Careful planning
- Clear communications
- Easy participation
- Efficient fulfilment
- Regulatory compliance
Prizeology specialises in running successful on-pack promotions that are fully compliant with the CAP Code – it can handle the whole process for you or just certain elements.
