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CARAMILK: Bring on the mystery!

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Key promotional details:612000101100-PPD-Single-Caramilk-Floor-192ct Retail launch: June 30, 2014 Contest closes:November 25, 2014 Key brand: CARAMILK Prizes: Seven mystery prizes spread across the country, ARV ranges from $15,000 – $25,000 each. Website: caramilksymbols.ca For three years in a row, CARAMILK has been ranked the number one selling singles bar during the brand’s promotional period [source: Nielsen MarketTrack, Caramilk ranks #1 2010, 2011, 2012 during July to October]. That’s why Sébastien Poulin, owner of Marché Alexandre in Sherbrooke, QC, never misses this consumer campaign: “We’ve run this promotion every year since it started. Its popularity continues to grow year after year,” he says. This summer, the promotion changes, and consumers are now looking for one of seven golden bars located in stores across the country. When someone finds a golden bar, he or she will travel to one of the six high-traffic locations where mystery boxes are located, including Vancouver, Calgary, Toronto, Montreal, Quebec City, and Halifax. Those seven lucky consumers will get to unlock their mystery box to find the treasure it contains. Each mystery box prize has an ARV ranging from $15,000 – $25,000. Involving staff members in the campaign is essential, and will ensure customers understand this new format. Poulin doesn’t hesitate to educate and involve his staff when running promotions. “It’s important to take the time to explain promotions to employees because they’re the ones who interact daily with customers. They must be able to answer questions from customers and provide them with information on how to participate,” he says, adding that promotions also foster enthusiasm amongst his team. He creates in-store excitement by featuring prepacks in a high-traffic location, and understands how advertising campaigns help to build recognition and demand for products during the promotional period. “Prepacks are located close to the entrance of the store, in front of the cash registers. By regularly changing them according to the different promotions, the section is constantly renewed and I can enjoy the massive investment by companies in advertising campaigns. My clients know that innovation and promotions are always available with us at the best possible price,” he says. For Poulin, it’s about using the tools available to him. “Retailers should never hesitate to be part of consumer promotions. Companies invest a lot of effort and money in these promotions, and they’re there for retailers and their customers to enjoy!”