A Meaty Deal
The Canada Dry unit of Dr Pepper/Seven Up, Plano, TX, gets into the holiday spirit with two promotions. One is the Bring Me Home for the Holidays a value-added coupon program that will run at during November and December. In the other, the ginger ale brand will partner with Hillshire Farms to get added attention through displays in meat markets.
Specially marked 2-liter bottles and 12-packs will carry high-value coupons as the program’s centerpiece. Canada Dry marketers are hoping that holiday pack aging complemented with merchandising and display materials, will create a strong in-store brand presence. A holiday radio campaign also will be broadcast in relevant markets.
Meanwhile, consumers purchasing Hillshire Farm bone-in ham during November and December will receive a free 2-liter Canada Dry product.
“We’re excited about the holiday coupon promotion with Hillshire Farms,” says Phil Pacific, channel marketing manager for Dr Pepper/Seven Up. “It will benefit our customers and will allow us to gain secondary displays to boost incremental volume.”
Canada Dry, in conjunction with Husk, Jennings, Jacksonville, FL, is also about to launch Traffic Jam, an innovative direct mail program to build business. Traffic Jam will enable stores to mail a customized, direct mail piece to consumers that will offer them buy-one-get-one-free coupons for Canada Dry and other featured brands, available only in the target store.
