In-can promotion helps sales pop up … and up … and up

Food & Drug Packaging, Dec, 2000

Talk about instant gratification! After a highly successful three-month cash giveaway program called "Take the Money and Rum," United Distillers & Vintners found itself walking away with some hefty dollars..

For the special promotion, the company used a built-in Pop 'N Win[TM] promotion device from The PopStraw Co. for its Bundaberg Rum & Cola canned beverage. This first-of-its-kind instant win, prize-in-a-can product is a specially designed plastic capsule placed inside beverage cans that immediately pops up as the can is opened, delivering prizes to the consumer at the time of consumption.

Bundaberg customers had the opportunity to instantly win $100, $50 or $20 in real cash inside Rum & Cola single-serve products. Kylie Hudson, brand manager for Bundaberg Rum, reports a 22% increase in sales during the promotion, the largest sales increase for a Bundaberg promotion. According to Hudson, "Working with The PopStraw Co. and their Pop 'N Win product, our instant cash-in-a-can promotion has raised the benchmark for the beverage industry and sent our sales off the radar."

Bundaberg Rum claims to be the most popular Australian spirit, capturing 10% of the spirits consumption market.

The PopStraw Co. has also commercialized patented applications of "pop-up" PopStraw[TM] plastic drinking straws inside beverage containers, such as cans, bottles and cartons.

The PopStraw Co. (630) 718-0602 www.popstraw.com

Item #246