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Case Study 2: Ribena $10 Angus & Robertson GWP
Building on a strong family platform, Ribena in Australia ran a ‘back to basics’ on pack promotion that represented classic family values and got the family reading.
Product
Ribena – 2 Litre Syrup Bottles
Promoter
Glaxosmithkline
Promotion period
28th Sep 2009 – 31st Jan 2010
Limit of Indemnity
$400,000
Mechanic...
Consumers who purchased the participating 2litre product were invited to visit the promotional website and enter the unique code found on the pack along with their details. Consumers were then emailed a $10 voucher to be redeemed online at Angus & Robertson.
From an idea developed by Shambles Communications, URMA provided a fixed fee based on an assumed redemption %.
