Flake to ‘Benefit’

Benefit-FlakeCreating more moments of pleasure, Cadbury has launched an exciting marketing campaign for Cadbury Flake, including an eye-catching on pack promotion in association with Benefit, the aspirational, premium cosmetics brand, as well as dynamic in-store POS, press ads and digital activity.

Cadbury launched special promotional packs for Flake  in February featuring a prominent strap line, ‘One million Benefit lipsticks to be won’. The iconic yellow packaging of Flake feature bright red lipstick kisses all over it, creating a striking contrast between the two colours and great standout on shelf. The promotion is being run across Flake single bars and Flake 5 bar and 9 bar multipacks.

A code on the inside wrapper of promotional packs can be entered online or by text and consumers will immediately be informed if they are a winner. There are six different shades of the most popular Benefit lipsticks and two different Benefit lip glosses to be won. To drive visibility and awareness of the Flake promotion in-store, Cadbury has created specialist lipstick-shaped POS material.

Kate Harding, Trade Communications Manager for Cadbury, comments: “Women all over the country will want to try and win a highly desirable Benefit lipstick or gloss which would be worth £13-£14 if they bought one in store. We believe this on pack promotion will give women who have lapsed from the category a great reason to buy, driving penetration and repeat purchase, benefiting all our customers. Femininity, sensuality and luscious lips have always been at the heart of Flake’s brand equity, therefore an on-pack promotion with the chance to win one of a million gorgeous Benefit lipsticks will be a compelling offer for our female consumers.”

The promotion ends on 31st October 2010.

www.flake.co.uk