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Case Study 1: Wilkinson Sword UK Movember Coupon
Wilkinson Sword have sponsored this year's Movember, a charity moustache growing event held throughout November to increase awareness of men's health issues and raise money for The Prostate Cancer Charity.
To help perfect those taches, and sitting at the heart of the campaign, is the Quattro Titanium Precision. With the aim of encouraging repeat purchase of the blades, there are a number of incentives to drive people in-store, such as this money-off blades coupon featured in the Movember Style Guide.
Product
Quattro Titanium Blade
Promotion
£1 MONP Coupon
Promoter
Wilkinson Sword
Promotion Period
Nov 2009
The mechanics…
At the start of Movember guys register with a clean shaven face. With the aid of a Movember Style Guide, the participants, known as Mo Bros, have the remainder of the month to grow and groom their Mo, raising money along the way to benefit men's health - specifically prostate cancer. A coupon for £1 off Quattro Titanium male blade packs of 4 (RRP £5.65) and 8 (RRP £10.79) are included on the back page of the guide.
Umbrella UK worked across various promotions, all encouraging blade purchase off the back of this Movember campaign, providing risk management advice and products to protect their sales promotion budget.
