RESEARCH: ENSURING THE RIGHT RESPONSE
Marketing Week Magazine: RESEARCH: ENSURING THE RIGHT RESPONSE: 23 SEPTEMBER 1988
This website and sisters royaldutchshellgroup.com, shellnazihistory.com, royaldutchshell.website, johndonovan.website, and shellnews.net, are owned by John Donovan. There is also a Wikipedia segment.EXTRACT: The first scratch-card promotion to appear on-pack has been one of the most innovative promotions of the past few years. The game, on the back of a Cinzano bottle label, gave consumers the chance of winning a share of £100,000.
No research was available to test consumer and trade reaction and for security reasons it was impractical to test the promotion. But it proved the most successful ever pre-Christmas promotion run by Cinzano, generating immense trade support due to the appeal of the new technique.
Original Article:
http://www.shellnews.net/PDFs/MarketingWeek23Sept1988P91.pdf
Related Don Marketing Advert: If you’ve gotta lotta bottles…: Campaign Magazine 30 September 1983