Combining the power of digital rebates with on-pack promotion to drive sales

February 11, 2019

Challenge #1

For long-time client The J.M. Smucker Company, who sells Dunkin’ Donuts® products through grocery and mass merch channels, the ask was to help drive holiday sales of their medium roast original coffee during a cluttered marketing timeframe when coffee
purchases were not at the top of the grocery shopping list.

The Execution

The solution – create and then promote a collectible Holiday Tin that would stand out on shelf, in combination with an on-pack offer of a $5 Dunkin’ e-savings card.

Centra360 was responsible for multiple aspects of the promotion: 1) delivering promo codes via the on-pack sticker; 2) building the promotional website to validate consumer purchases, and 3) rewarding consumers by distributing the $5 Dunkin’ e-cards.

Registration data also allowed JMS to capture opt-ins for future re- marketing.

Results

Essentially a bounce back digital rebate to drive a future purchase, the Dunkin’ Donuts Holiday Tin Offer yielded a 6% redemption which includes 59% of the customers purchasing at least 2 Holiday Tin packages (ea. @ $7.99 avg. retail). Plus, there are now beautiful Dunkin’ branded storage tins sitting in home pantries reminding consumers to buy more bags of Dunkin’ coffee!

 

Challenge #2

To capitalize on the hot trend in cold brew coffee, Dunkin’ Donuts® Cold Brew was being introduced for at-home consumption with need to to generate awareness and drive trial.

 

The Execution

Rather than offer a straight rebate, instead specially-marked packages designed for grocery and mass merch retailers promoted an insert with a unique, one-time use PROMO Code for consumers to obtain a $5 Dunkin’ Card as a “Thank You” for purchase. Through registration on a promotional microsite developed and managed by Centra360, sales receipts were validated, and cards mailed out to drive follow-up purchases.

 

Results

This digital rebate offer yielded an 8% redemption which includes 47% of the consumers purchasing at least 2 Cold Brew packages.

 

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Centa360 is an award-winning marketing agency in NY best known for its shopper marketing, experiential and sweepstakes expertise.

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Centra360 wishes everyone good health, wellness and safety during these uncertain times. We are confident that better days will prevail in the coming weeks and months. We continue to operate in full providing marketing and promotional services to our current and prospective clients. If you need marketing support for your brand please feel free to contact us.