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SUPER MARKETING: Cinzano roulette could set a trend


SUPER MARKETING: Cinzano roulette could set a trend

October 14, 1983

Picture Caption: The Cinzano Roulette logo.

CINZANO may have set a trend for the drinks industry with its scratch off roulette competition printed on a label.

Bottles featuring the £100,000 instant roulette are now appearing on shelves. “There is great potential for such promotions in the drinks industry,” says John Chambers, managing director of Don Marketing, the scratch card company which put the idea of sales promotion agency CBH and Partners into action.

So far, Don Marketing reports interest from one of the major brewers and some spirit companies. And although it would not produce a roulette promotion for another vermouth company, DM says it is “flexible” and has plenty of other promotional possibilities.

“In fact any product with a unit cost of over £1 is fair game”, said Mr Chambers.  Cinzano’s roulette was a “first” in that the scratch off card was printed on the back of the bottle label.

Customers have to use their skill in judging where the chips are placed and uncovering them.

The appeal is that a customer knows immediately whether he has won or not.

Proof of two purchases must then accompany entries – limited to one per household – and winners have the chance to share in the £100,000 prize pool.

The labels, each costing around 3p to produce, will appear on 4.2 million bottles across the Cinzano range. But Cinzano believes the £300,000 – the approximate total cost of staging the promotion – will be money well spent.

The main thrust will be aimed at improving its share in the £150 million vermouth take home market, still dominated by Martini.

“We have been taking a good share during the past 18 months to two years”, says Cinzano’s marketing manager, David Hope.

Trade estimates put the Martini share at well over 50 per cent with Cinzano at around 25 per cent.

Cinzano expects the roulette promotion, which runs until February 29,1984, to bring a significant uplift in share, depending of course on the success of competitive activity.  

The current Martini promotion is £50 off the cost of a holiday with two proofs of purchase.

Both promotions are advertised on neck collars but Cinzano feels the promise of cash will have greater appeal in the all-important build up to Christmas. And it reports good trade response to the promotion.

“Retailers are always interested in new promotions which they can see are going to add value to the stock and increase turn-over,” said Mr Hope.  

URM reports an 11 per cent redemption rate for its 50p off next purchase offer run on 100,000 bottles of Lamb’s from March until the end of August. Applicants also had the chance to share in a £5,000 cash prize.

“The success of the cash promotion in a traditional slow sales period augurs well for the future.”

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