Bodyform Pink Ticket

In a category in decline and a fixture shopped on average for just 6 seconds, how can you make people notice you long enough to steal share from your competitors?

Blue Chip knew that delivering a compelling on-pack promotion wasn’t enough. We needed to genuinely disrupt the aisle with the message and literally stop people in their tracks.

Cue our promotional ‘stoppers’, a UK-first mini-fin affixed to the product itself, promoting the chance to win an all-expenses-paid trip to New York when finding a Pink Ticket in pack, plus the chance to claim a free £10 experience voucher just for taking part.

In a declining market, the Pink Ticket campaign grew value share by 11% , delivered an 18% uplift in volume sales, increased penetration by 13% and created 300,000 new users with an incremental value of £1.3m

Client: Essity
CATEGORY: fmcg, personal hygiene, sanpro