Integrated· UK· 2021· Packaged Food & Beverages
Dealing with an unloved product
When people don't like something they've purchased, they tend to return it to the shop. True - but has anyone done that for sweets before?
Mars Wrigley’s “Celebrations” box of chocolates had a clear ugly duckling - coconut-flavoured Bounty bars were always left at the bottom of the box, untouched. So the brand set up a return scheme at 3 supermarkets, where customers could swap the Bounty bars for something else. Along with a TV ad, the project helped Celebrations increased its Share of Voice 450% compared to its biggest rival.