The supermarket shelves are crowded, and in the world of FMCG, standing out isn’t easy. At Fluid, we’ve worked with brands of all shapes and sizes to help them do just that: turning packaging into a powerful marketing tool that drives action, not just attention. Backed by our latest research with YouGov, we know what works, what doesn’t, and how to build promotions that deliver real results.
Price cuts are often the go-to tactic for grabbing attention, but while they might give sales a short-term bump, they rarely build lasting connections with customers. Worse still, they can erode brand value and squeeze your margins.
That’s where on-pack promotions come in. Smart, strategic, and far more effective in the long run, they offer a powerful way to get products off shelves and into baskets, while strengthening your brand at the same time.
Why Price Cuts Often Fall Short
There’s no denying that a discount can drive trial. But there’s a catch (or several):
- They can cheapen your brand. Constant promotions risk sending the message that your product isn’t worth full price.
- They’re short-lived. A sales spike might be nice, but without engagement, you’re unlikely to win repeat purchases.
- They hit your margins. Lower prices mean lower profits. It’s not always a trade-off worth making.
- They spark price wars. When everyone starts slashing prices, especially own-label rivals, it’s hard to come out ahead.
Why On-Pack Promotions Work
On-pack promotions give consumers more reasons to choose your brand without cutting corners on value or experience. Think prize draws, QR codes for exclusive content, collectible offers, or limited-edition bundles. Here’s why they’re so effective:
1. They invite interaction
Whether it’s scanning a code, entering a comp, or collecting for a reward, these small actions create a deeper connection with your product.
2. They're easier to tailor
Want to target busy families in summer or cosy nights in during winter? On-pack offers can flex to fit the moment and the audience.
3. They add value without cutting price
A recipe book, a branded freebie, or the chance to win a prize feels exciting – something a basic discount can’t compete with.
4. They stretch your budget
Rather than pouring money into pricey retail media or end-of-aisle displays, you can use your packaging to deliver serious impact. In fact, the cost of one retailer banner ad (anywhere from £10,000 to £50,000) could fund a promotion that works across all your retail partners.
5. They set you apart from own-label
Own-label products might win on price, but they rarely win hearts. They’re built for function, not feeling. On-pack promotions give your brand the chance to do more, to spark joy, reward loyalty, and tell a story. Whether it’s a collectable, a surprise giveaway, or a digital experience, these moments create emotional connections that own-label products simply aren’t designed to deliver. And that’s where your brand can really stand out.
What the Data Says
Still need convincing? The numbers speak for themselves. Based on research we conducted in partnership with YouGov:
How to Get It Right
Great on-pack promotions aren’t just stuck on as an afterthought. They need to be well planned and smartly executed. Here’s what we recommend:
Stay true to your brand
Your offer should reflect your values. If you’re a sustainable brand, think about eco-friendly rewards or incentives tied to recycling.
Keep it simple
If the entry process is a pain, people won’t bother. Make it easy with clear instructions and mobile-friendly QR codes.
Measure everything
Use unique codes or trackable links to see what’s working, and refine as you go.
Team up with retailers
Collaborating with your retail partners can help boost visibility and shelf presence, making the promotion work even harder.