The Smiley Company continues to enjoy strong growth in promotions, with the announcement of the launch of major campaigns with Mondelēz and Unilever.
Teaming up with Mondelēz in India and Bangladesh, Smiley has developed Cadbury’s on-pack and in-pack promotions for their popular candy brands Lickables and Gems.
The campaign launched in September and offers Cadbury’s customers the chance to collect 16 mini Smiley toys, including fidget spinners, phone stands, puzzles, mazes and stamps, as well as enjoying a selection of Cadbury’s products that feature a range of the iconic Smiley emoticons on their packaging.
The promotion will be supported by a TV advertising campaign, and Mondelēz has confirmed that it will be replicating the promotion in additional territories during 2018 and 2019, including Indonesia, Malaysia and the Philippines.
Unilever is also replicating its success with Smiley by launching the second burst of its Smiley-branded loyalty promotion at Carrefour stores throughout France, in a deal brokered by Cartamundi.
The cross-category promotion rewards Carrefour customers who purchase a minimum of three products from the Unilever range with the chance to win one of thousands of prizes, including Smiley Premiums, Unilever vouchers, high-tech Carrefour vouchers, and even a holiday as the top prize, as well as gaining access to an exclusive Smiley online game.
The campaign is being supported with marketing activation across participating Carrefour stores and follows hot on the heels of a similar promotion between Unilever and Smiley at 60 Cora stores in France earlier in the year.
Speaking about these exciting new promotions, Lori Heiss-Tiplady, VP of Brand Strategy at Smiley, said, “Smiley brings a smile to the faces of consumers at retail, and we are helping big brands reach their customers in exciting ways.
“Our FMCG promotions continue to drive sales at retail, and this is opening up more partnership opportunities with the biggest and best in the industry. Working with Unilever and Mondelēz is not just building brand awareness, it’s allowing us to create integrated marketing experiences for both retail and online.”
Heiss-Tiplady added, “As promotions continue to drive growth for the business, our market research confirms that Smiley increases purchase intent and improves on-shelf stand amongst consumers. As a result, more brands are turning to Smiley in order to leverage not just our authentic position, but also our positive marketing message and directory of thousands of trademarked Smiley icons.”
The Smiley and Unilever promotion will run from 24 to 30 September 2018 across all participating Carrefour stores in France, while the Cadbury’s Mondelēz campaign launched at the beginning of September 2018.
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