Cashback
Pimms Winter
- Product
- Pimms Winter
- Promotion
- Satisfaction Guarantee
- Promoter
- Diageo
- Promotion Period
- Nov. 2007 to Jan. 2008
Some background…
The ‘Pimms Winter’ re-launch promised to be a noisy one, using some great eye-catching creative with a distinctive orange theme (to denote a warming glow).
Diageo wanted to ensure that consumer trial was maximised during this key re-launch period and worked with Umbrella on a satisfaction guarantee element to their campaign. We provided a fixed fee, meaning there was no financial risk should redemptions be high. This allowed the creative team to really SHOUT about the offer and what resulted was a very impactful piece.
The mechanics…
The leaflets headlining the proposition ‘Love me… or your money back’ were distributed to 840 stores across Asda, Sainsbury’s, Waitrose, Morrisons, Somerfield and Tesco, offering consumer refunds to anyone not satisfied with their Pimms Winter. Consumers needed to fill in their name and address details and send this in along with the crushed bottle cap, till receipt and a statement of no less than 25 words outlining why they were dissatisfied with the product. In return they received a cheque for the full amount shown on the receipt.
