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Aug 29, 2018

The sweet summer of 2018

by Becky Reid - Account Director

The sweet summer of 2018

What a busy summer it has been, filled with a Royal Wedding, the football World Cup and a seemingly never-ending heat wave.

It has also brought about a deluge of on pack promotions in the confectionery aisle, all vying for our attention and tempting us to choose them over another sweet treat.

A selection that have recently caught my eye (and sweet tooth) include:

Cadbury is the first brand to offer three different promotions this summer. Two have been football related with the last one offering 2 for 1 on Merlin entry tickets.

The football promotions form part of the brand’s successful partnership with the Premier League.

The first promotion featured on Cadbury’s singles, live between April – June, offered consumers the chance to compete in a 5-a-side football tournament with the five football stars featured below.

The second comes in the form of a ‘Match & Win’ sweepstake style mechanic. By entering your batch code from your promotional pack you receive a Premier League score prediction. If your prediction is matched to the real Premier League result that weekend, you win a Premier League related prize (ranging from tickets to a game to a Cadbury FC keyring!).

The last one is a partnership with Merlin. This is the third year that Cadbury has partnered with them to offer a free ticket with every purchase of a full priced adult ticket to some of the UK’s top attractions

According to online sources, the 2017 promotion saw the brand reach a penetration growth of +3.7pp and frequency increased to 2.7, which makes sense why it has continued with the same formula as previous years.

Mars was another brand owner who tapped into the excitement around the Football World Cup and started off the summer with the £10,000 football sweetstake, which ran from April to July (though packs can very much still be found on shelf as we see out August… thank goodness for wrap up draws!). Similar to the Cadbury promotion, an entrant registering a valid promotional code received details of a random scenario that might happen during one or more of the competitive international men's football matches taking place in Russia between 14 June and 15 July 2018 together with details of the prize they will win if that scenario occurs.

The second half the summer has seen Mars introduce the SWEET SUNDAYS promotion, which is an evolution of their Google Play movie/music/books style campaign of 2017 – ‘Sweet Nights In’. From August until October, you can collect 10 stars in order to claim a free cinema ticket at a range of cinema chains – however the ticket must be used by mid November 2018.

Nestlé has also implemented three different promotions this summer – the first offered Now TV passes on single bars of chocolate/confectionery from May to July.

The next that also went live in May is ‘kids go free on family days out’. This promotion runs on multi packs, sharing bags and blocks until April 2019. Attractions include zoos and safaris, farms and wildlife sanctuaries, aquariums and sea life centres, castles and historic houses, dry ski slopes, kayak and canoeing, orienteering and museums. Maybe slightly more accessible and cheaper than the ever popular and widely distributed Merlin offer.

The final promotion which links nicely in the move from summer to autumn and on into winter seasons is ‘Get a Sky movie’ (£5.99 voucher) when you collect codes from four promotional packs, which runs from August until the end of September 2019 and can be found on sharing bags, blocks and chilled desserts.

Jelly Babies is offering you the chance to win the sweet sounds of summer with gig tickets, music subscriptions and vouchers all up for grabs as well as portable speakers and headphones. While the winning moments finish at the end of August, there is a final draw at the beginning of 2019.

Finally Ferrero owned Kinder is celebrating its 50th anniversary (worldwide) in 2018 and so is giving consumers the chance to make a wish and win the chance to see it come true!  Launching in September and running until November 2018, consumers can enter a code from promotional pack to be in with a chance to win one of 20 prizes consisting of a tailor made prize worth up to £9,900. There is not a lot of detail available for this yet as it is still to launch, but one that I will definitely be keeping an eye on when it does!

What is clear is that many brands tend to repeat the same formula year after year proving that ‘if it ain’t broken then don’t fix it’!

As you can see, a very busy category at the moment… what will tempt you on your next visit to the confectionery aisle?

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Categories

Marketing, Campaigns, Partnerships, Shopper, On-Pack

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