Game On is an on pack promotion offering purchasers of Halls the chance to win one of a choice of EA Games’ most popular mobile games by redeeming a unique code printed on pack. It isn’t an integrated campaign and it didn’t have media support, because Halls was due to launch a new above the line campaign in Q1 2015, and across the region was saving its marketing dollars to invest into moving consumer perception from cough sweet to adult candy, from medication to invigoration. In 2014 what we needed was a promotion clearly based on the direction in which the brand was moving, but also very firmly tied to the business challenges it faced at point of sale. The role of the promotion had to be make the brand more visible as well as more attractive to buy.

Net Revenue performance for the promoted SKUs increased 10% in total across the period of the promotion. This represents a return on investment of €3.88 per € invested in Game On. The absolute impact of the promotion can be seen most clearly in Q4 2014, when there was no other marketing activity for Halls in the region. For the markets that completed the campaign during this period, Spain saw a like for like increase of 24% compared to the equivalent period in 2013, Portugal 37% and Denmark 15%. Danish market share increased by over 2% over the period of the promotion. The remaining markets’ campaigns overlapped with the launch of above the line activity in Q1 2015, but of these 11, 7 are also showing double digit growth year on year.