Case Study: Macleans achieves 25% sales uplift with i2i Marketing's on-pack prize draw promotion

Macleans - Customer Case Study

Macleans partnered with i2i Marketing to support its sponsorship of ITV’s Dancing on Ice and boost awareness and sales of its Ice Whitening Gel and White & Shine toothpaste variants among women aged 35–55. The challenge was to make the brand sponsorship feel relevant and stand out on-pack and in-store in a promotion-driven toothpaste market.

i2i Marketing created a free prize draw on-pack promotion across 4 million units, with entry options including SMS and online and prizes such as VIP show tickets, city breaks, spa days, and cosmetics. Discounted promotional packs were also sold through top-end grocers, delivering a 25% sales uplift and 20,000 competition entries over 12 weeks.

Macleans