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ADVERTISING CAMPAIGNS

Alpen 'We Know You Know' on-pack promo

Dialogue141 has created an on-pack promotion with a twist for Alpen that offers consumers an array of exciting Alpine-themed giveaways.

The promotion’s ‘We know you know how good it tastes’ theme persuades its target audience of women between 45 and 64 to enjoy the Swiss recipe cereal more often in a subtle, non-patronising tone. It will appear on six million packs of Alpen Cereal and Alpen Bars

 The pack reads: ‘We know you know this is just another promotion on the back of your cereal box, so we’re not going to pretend it is anything else.’ The message complements the brand’s wry ATL theme that aims to emphasise Alpen’s ‘deliciously healthy’ qualities without being overbearing or preachy.

A promotional flash on the front of each pack contains the message: ‘Your chance to win an Alpine escape’.

A hot air balloon is also integrated into the Alpine scene that appears on each variant pack to tie-in with one of the UK runners-up prizes – a champagne hot air balloon flight for two.

Also tying in to the non-patronising tone, the back of the pack reads ‘A breath of fresh air – brought to you by Alpen’ in front of an image of an Alpine lake. A picture of a luxurious Alpine lodge illustrates the promotion’s top prize of four week-long holidays for two to a 4-star hotel in Switzerland.

Alongside it are images of some of the UK runners-up prizes: mountain bike courses for one, walking in the Lake District for two and Swiss-style spa treatments for two. For a chance to win, consumers are asked to log on to alpensrefreshingpromotion.com and take the ‘spot the ski instructor’ challenge.

The tongue-in-cheek challenge, designed to be easy to complete, requires entrants to find a clearly-signposted ski instructor in the midst of an Alpine scene

 Digital agency Altogether developed the microsite. Paul Goold, senior brand manager at Weetabix, said: “The no-nonsense approach to the delivery of the ‘Breath of fresh air’ on-pack promotion makes perfect sense as the Alpen consumers know quality when they see it.

“Alpen is a well-loved, established brand because it tastes great, not because of gimmicks. In the same way, itis the great prizes in the ‘Breath of fresh air’ promotion that I expect to really capture consumers’ imaginations and drive increased sales.”

Neil Hamann, MD of Dialogue141, said: “This promotion is all about being straightforward, honest and down to earth with the savvy Alpen consumer. The style, tone and mechanic emphasises that Alpen will not make the consumer jump through hoops, nor will it use unnecessary superlatives.

"We’ve created a promotion that takes the ATL theme, puts on a wry smile and runs with it.”

The promotion will appear on-pack and online from early April."

AJR
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