The Vimto Big Cash Giveaway Extravaganza
Vimto is one of the world’s favourite still soft drink brands, enjoyed in more than 85 countries worldwide since its invention in 1908 (in Manchester, where you can still find the Vimto monument. Worth a visit!). However, on a crowded shelf, Vimto still needed to stand out, so tasked Fluid with finding a ‘cheeky’ way to encourage more consumers to seek out its distinctive flavour at the same time as rewarding them for their efforts. We created a three-tiered promotion, with a quick-win mass consumer promotion, a trade promotion, and a higher-reward experiential promotion, each complementing the other and generating buzz around Vimto.
Fluid’s recent insight shopper survey with YouGov gave us undeniable evidence that cash is still king! Now, even more so than in recent years, consumers are turning to cash prize competitions to help with the increasing burden of the cost of living. Research also tells us that small-to-medium prizes motivate them to enter competitions far more than bigger prizes, which often feel ‘unattainable’.
Our Big Cash Giveaway addressed this behaviour by offering consumers the chance to win a share of £100,000 in an instant win promotion whereby winners would receive a £10 cash prize, paid via PayPal or directly into their bank account. The easy-to-enter promotion delivered a clear and exciting message that was designed to appeal to shoppers and trigger retailers to take part – easy to enter, immediately gratifying, highly motivating, proven by 44,714 total entries.
Additionally, after creating the consumer promotion, we also created a retailer exclusive to generate excitement and encourage the correct placement of the campaign POS. We ran ‘Take a Shelfie’ – a chance for trade members to win £250 for their store by taking photos of the POS in situ to upload to a promotional microsite for entry into a Prize Draw, with 363 total store entries across the campaign.
The experiential campaign was centred on Win a Grand with Vimto Love Potion. Ten prize-winning bottles were hidden in stores across the nation, each one seeded weekly over the course of 10 weeks. This was supported via social media where a series of clues were leading up to the event to encourage consumers to hunt for the bottles, generating awareness, excitement and encouraging action.
The success of the 2022 campaign meant that Vimto returned to Fluid to bring it back in 2023 and scale it up, this time offering members of the public the chance to win a share of the colossal total prize of one million pounds.
