Magazine article Marketing

Aquafresh Boxes Clever with Ritz Video Vouchers

Magazine article Marketing

Aquafresh Boxes Clever with Ritz Video Vouchers

Article excerpt

Aquafresh boxes clever with Ritz video vouchers

SmithKline Beecham toothpaste Aquafresh is to become the first brand to get national ads on video cassette boxes in a joint promotion with Ritz Video next month.

SmithKline's biggest international brand will offer a free 15 Certificate video hire voucher -- worth 2 [pounds] -- in return for one proof of purchase of its Aquafresh in pump packaging. The link, devised by The Promotions Company, will be flagged on both the toothpaste packs as well as the boxes containing videos.

The promotion is an "excellent opportunity" to sit the Aquafresh brand on the coffee tables of 8.8 million homes, says Aquafresh senior product manager Kathryn Lee.

Ritz gets exposure on supermarket shelves because of the flagging of the promotion on the packs, and also generates store traffic.

The two brands are united by their appeal to "family", she adds. Aquafresh is targeted at ABC1 25 to 44-year-old families with children. This is also the prime audience for home video.

Previous promotions by the brand, relaunched last year to give it a uniform identity worldwide, have focused on the image of "freshness" which the company tries to project for the brand. …

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