Time to take a break from sales promotion? Failures, such as Kit Kat's 'biggest break', are endemic in sales promotions, while successes like Walkers' Books for Schools are fewer. Are the industry's days numbered?

Marketing Week, November, 2004 by Robert Lester

It could be argued that sales promotion is the reality television of the marketing world. In the early days, sales promotions were exciting and innovative and consumers were getting more for their money. But now, like reality shows, they are everywhere and there is talk of overkill and consumer indifference.

The news that Nestle Rowntree is to scrap Kit Kat's "Britain's biggest break" campaign after two years (MW last week) has prompted some industry experts to question the effectiveness of much of the current sales promotion in the market.

The "biggest break" campaign, which was introduced by former marketing director Andrew Harrison, is understood to have failed to make an impact on consumers. Insiders say people were not inspired by the promotion and that...