Lipton recently rolled out this promotion at supermarkets in Singapore, in which shoppers can receive a custom teacup when they purchase SGD$15 of Lipton products. This promotion indeed created some buzz on social media and the custom glassware is now fully redeemed.
Lipton has definitely established itself as one of the top tea brands here in Singapore and Asia. Their in-store promotions are truly very successful and effective in boosting their sales. We can pick up a few learning points from their promotion.
What makes Lipton Custom Teacup GWP promotion so successful?
Practicality of Product
The custom teacup is a double wall glass cup. This kind of glassware is better than an original teacup. Between the two glass layers, there is vacuum insulation. This is effective in keeping the drink warm for a long time. Furthermore, the user would not feel the heat when they hold the cup. Hence, Lipton’s buyers will be able to enjoy their tea when they use this product.
Furthermore, double wall glasses are sturdier than normal glass cups and are less likely to crack. Hence, users can keep them for a long time.
The custom teacup comes in 2 designs, a penguin and a bear. These cute designs will definitely warm some shopper’s hearts and entice them to purchase Lipton products in order to collect them. These designs are more likely to attract female shoppers.
Increase Perceived Value
The choice of double wall glass makes the product very elegant and high-end. Shoppers will be very delighted when they receive the free gift with purchase as they feel that it is value for money. Furthermore, they can also impress their home guests when they offer hot drinks in a very elegant cup.
This promotion is only for a limited time only and Lipton would not offer these gifts when it is fully redeemed. Shoppers will be encouraged to purchase Lipton products in order to not miss out on this cool product.
Offering limited-series merchandise in promotions is very effective in Singapore. Many Singaporeans share a common trait, called “Kiasuism,” which is the fear of losing out, so they will not want to miss out on very good deals.
Offering a collectible gift with purchase can create impulse buys. Some shoppers may be a fan of Lipton’s branded promotional merchandise and do not mind purchasing a lot of their products in order to complete the collection.
Differentiate themselves from Competitors
Having a gift with purchase or on-pack promotion gift can help make your brand stand out from its competitors. Shoppers are more likely to purchase your product rather than its competitors as there is a free gift incentive.
The free gift that Lipton offered is very unique and premium. It is probably not offered before by other tea brands, so this may pique the interest of shoppers to pick Lipton rather than its competitors.
Indeed, Lipton’s marketing campaign is very successful and we can all pick up some marketing nuggets of wisdom from this promotion. Offering a gift with purchase in your in-store promotion is a very effective way to boost retail sales for your brand. Furthermore, you can also consider premium giveaways and one-of-a-kind gifts to help boost your brand image and attract more shoppers to your brand.
How ODM can help
Thinking of a product idea to roll out in your next marketing campaign? The ODM Group can help you with just that. We have years of experience in the promotional product industry and is well-versed about in-store promotions. We specialise in designing and manufacturing products for Gift with purchase, purchase with purchase promotions, on-pack promotion, POS Displays, and many more. Our past clients are very satisfied with our services and the end results. You can check out our portfolio, here: Promotional Gifts for the Food Industry and Marketing Gifts for the Drinks Industry.
You can trust us with your in-store marketing and we will definitely carry them out successfully. Contact us today!
Also, if you are looking for design services for your promotions, we have an in-house agency, called Mindsparkz. They offer a broad range of design services like product design and graphic design. We also offer retainer programs for a budget-friendly rate.
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