The marketing team at WD-40 is a truly well-oiled machine. It knows just how to win around its trade and retail customers. The Problem Sorted! campaign is the most recent example of WD-40’s team in action. The 450ml product can already features a competition to win a ‘great experience’ day out and now via a bespoke Fix-a-Form from Denny Bros, users are also being tempted to ‘Win Free Fuel for a Year’. In total, 400,000 Fix-a-Forms have been produced.
The 8 page resealable Fix-a-Form incorporates a 12 panel scratch-card mechanic and has been supplied with a clear base label so that it does not interfere with the existing can graphics. The Fix-a-Form also offers a free copy of the Sun newspaper through a perforated barcode coupon, redeemable in-store.
The can has been designed to be engaging and fun, as the Head of UK Marketing of WD-40 explains: “WD-40 is a problem solving product which is what inspired the latest Problem Sorted! campaign. With credit crunch conditions prevailing we were keen to give something back to our heavier product users. The free newspaper giveaway fits neatly with this target audience who consume this media daily.”
“We use Fix-a-Forms regularly as the ever-popular multi-page label works for so many ideas. The beauty of on-pack devices is they provide an immediate and flexible method of communication and have the potential to increase people’s propensity to buy. When brand owners want to give something away, particularly high level rewards – who can resist trying to win?”
“The promotion means that the trade buy more in and customers pick more up. It’s as simple as that.”
Denny Bros Ltd
Bury St Edmunds
Phone: 01284 701381
Fax: 01284 705575