Click here for an exclusive deal on the Caramilk Key to the Secret consumer promotion.
After three years of promotional success, Caramilk Key to the Secret is back for 2013, and you can expect in-store sales to reflect the buzz surrounding this popular consumer promotion.
The contest is simple: ten golden keys have been hidden in Caramilk bars across the country, but only one of these keys unlocks the Caramilk Secret. If the winning key holder can keep the secret in a sealed envelope for six months, he or she will win up to $250,000. The best part for c-store retailers is that during the 12-week promotional period, Caramilk is the #1-ranked chocolate singles bar in Canada, so if you get the display in store and ensure it’s always fully stocked with Caramilk bars, you’ll incent your customers to make that impulse purchase.
After three years, awareness is higher than it’s ever been, and the promotion has an annual compound growth rate of +17%. This means customers will be looking for the chance to win when they walk into your store.
There’s a lot of commercial marketing support around this promotion, including new packaging, a significant investment in media support, high-impact display and POS tools, and a strong social media presence. Part of the significant media investment is going against convenience store advertising, including posters.
You can support this promotion and build excitement in your store with high-impact displays that attract attention and drive impulse purchases.
Contest dates: The promotion runs from July 4, 2013 – October 18, 2013
Grand prize: One lucky winner will win up to $250,000
Additional PR support: A new promo spot that encourages customers to “Choose Wisely” adds excitement to their hunt for the right bar.
Facebook awareness: Caramilk’s Facebook page has over 425 thousand “likes”, which translates into widespread contest awareness.