For the first time in years, the strategy was to retain and reward current consumers rather than trying to attract new customers. There were over 1m loyal VB drinkers who purchased, on average, 1.3 cartons per store visit. We would meet our sales KPI if they increased their average purchase by 0.2 cartons.

Our solution was to conceptualise, design and produce a layered loyalty programme that had huge appeal to our devoted drinkers, encapsulated the brand essence (Reward), brand truth (Cold) and was delivered to market via an integrated communication strategy.

Results: • 121,000 code claims, 250,000 entries• The Vending Machine and Thermo Cooler ran out in 17 days and 34 days respectively, twice as fast as anticipated• 3,500+ Vending Machines distributed, only dispensing VB stubbies ensuring life-long loyalty!• VB dominated c.20,000 square metres of prime Australian (liquor) floor space in more than 4,000 outlets• Online, over 1.1m page views and an average 7.17 minutes browsing • Arrested the sales decline by 1.4m litres • Increased AWOP to 1.6 units per store visit• Consumers demonstrated incredible changes in behaviour and loyalty to the brand