Macleans

Macleans | Promotional Marketing

Encourage target audience to purchase ice whitening gel

Type: Promotional Marketing Client: Macleans
The Challenge

Leverage Dancing on Ice Sponsorship

Create an on-pack promotion to bring to life the sponsorship in-store and drive sales

Macleans looked to leverage their sponsorship of ITV’s Dancing on Ice to increase awareness and sales of their Ice Whitening Gel and White & Shine variants to their target audience of 35-55 year old women. The oral health care market is heavily price driven and brands need to be brought to life through integrated campaigns to cut through a noisy market. Any promotional competition needed to feel relevant and “winnable” to ensure the target consumer’s participation.


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Play Me
The Idea

Engaging Instant-Win Promotion

i2i developed and created an easy-to-enter and "winnable" instant-win promotion with a range of desirable prizes on offer

We invented and designed a free prize draw across four million packs throughout the duration of the Dancing on Ice series broadcast.

Consumers could choose from several routes to entry (including SMS and online). The prize fund included VIP tickets to the show, city breaks, fashion makeovers, spa days, magazine subscriptions, family meals and cosmetic products.

Discounted promotional packs were sold across all top end grocers.

Macleans
Macleans
Macleans
Macleans
The Impact

25%

Sales uplift

20,000

Competition entries

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+44 (0) 1285 655 500
info@i2i-marketing.co.uk