Coupons
Twinings Chocolate Indulgence 50p MONP
- Product
- Twinings Coffee Blends
- Promotion
- Chocolate Indulgence
- Promoter
- Twinings
- Promotion Period
- 07.05.2007 - 31.10.2007
Known for its finest quality teas, Twinings also produce Chocolate Indulgence, a velvety smooth luxury drinking chocolate. Its USP is that it contains 65% real chocolate rather than the powder or granular products the competition offer. This campaign had to do it all - raise awareness, encourage trial and purchase and gather data for future communications.
The resulting creative, with the headline ‘not all of it will make it to the mug’, used direct mail to existing Twinings consumers and a door drop to individuals matched to a profile of existing Twinings Hot Chocolate consumers with a 50p money off coupon plus online advertising. All of which invited people to visit a bespoke microsite to register and request a free sample. Once there they could enter the ‘year of luxury’ competition and download some extremely enticing and highly mouthwatering chocolatey recipes.
Umbrellas expertise was called upon to assess the risk of this campaign. Among other things, we needed to consider all the methods of entry – doordrop, direct mail and online – and how the logistics would affect response. We also felt the creative had plenty of doormat presence and was working hard to attract the female audience.
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