Shloer, Britain’s biggest-selling adult soft drinks brand1, has teamed up with the UK’s leading weekly celebrity news, fashion and entertainment magazine, to offer purchasers a free issue of OK! delivered to their door each week for eight weeks from September to November, and there’s also an opportunity for Shloer shoppers to win a free annual subscription for the popular publication.
The offer will run as an on-pack promotion featured on neck labels of 1.7 million 750ml bottles of the three mostly widely available Shloer flavours – Red Grape, White Grape and Rosé – and will be widely publicised using a platform of different media channels including ads in OK!, Star and New magazines; 200,000 digital ads appearing on the www.ok.co.uk website; six-sheet posters sited in close proximity to stockists; and social media posts and messaging.
Promotional stock is being rolled out to all sectors of the take home trade from mid- August to ensure the bottles are in-store and on-shelf in time for consumers to register for their first free issue week commencing 15th September.
To receive their free issues, consumers peel back the top layer of the promotional neck label to reveal a unique entry code which they register on the Shloer website. Each consumer can register to receive one issue per week for eight weeks during the initial promotional period (15.9.14 to 7.11.14). As an added bonus, consumers can continue to register their unique codes from 8th November, 2014 to 28thFebruary, 2015 to be entered into a prize draw offering a 1 in 10 chance to win an annual OK! subscription worth £99.
The activity follows a link-up earlier in the year when the April edition of OK! ran a coupon offering readers a free bottle of Shloer which proved to be extremely popular.
Amanda Grabham, Head of Marketing – Soft Drinks at SHS Drinks, says: “OK!’s readership is very much aligned with Shloer’s target audience and the offer of a free magazine will certainly resonate with Shloer consumers. This promotion provides us with a great opportunity to reward our regular purchasers – Shloer is bought by 6.1 million shoppers, more than any other adult soft drinks brand2 – as well as offering an incentive to encourage new consumers to try Shloer.
“Response to the free bottle of Shloer promotion we ran in OK! magazine in the spring was extremely positive and it has undoubtedly attracted new consumers and repeat purchases. In the past year, Shloer volume sales have grown by 4% – four times the 1% growth rate of the adult soft drinks (ASD) category3 – and Shloer sales have accelerated during the course of this year. In the latest six months, Shloer sales volume has grown by 7% while total ASD sales have plateaued.4
“We are expecting the free OK! magazine promotion to prove just a popular as the free bottle of Shloer offer and would encourage retailers to increase stock levels to meet the expected increase in demand for Shloer in the weeks ahead.”
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* Shloer is the No.1 adult soft drinks brand1 in GB take home1
* Shloer accounts for almost one in every three (32%) of all bottles of adult soft
drinks sold in the take home market in Britain1
* More than 22.6 million bottles of Shloer have been purchased in the last year1
* Annual retail sales of Shloer are worth £30.5 million3
1 Nielsen Scantrack: Total Take Home Defined Adult Soft Drinks Category, MAT Volume 000 Units & Unit % share, MAT w/e 19.07.14
2 Kantar Worldpanel 52 w/e 20.07.14
3Nielsen Scantrack: Total Take Home Defined Adult Soft Drinks Category, MAT Volume 000 Litres MAT w/c, 19.07.14
4 Nielsen Scantrack: Total Take Home Defined Adult Soft Drinks Category, Value 000 Litres 26 weeks w/c, 19.07.14