Unilever (Netherlands) - Lucky Sunnies Promotion

This brief paper details a campaign during which special packs of Sun dishwasher tablets included a lottery ticket offering a variety of different prizes.

Unilever (Netherlands) – Lucky Sunnies Promotion

Campaign Title Lucky Sunnies PromotionBrand UnileverCategory A7 FMCG Products Healthcare & WellbeingMedal GoldAgency Lowe en Draft

SUMMARY

Every promo pack of Sun dishwasher tablets included a dishwasher lottery ticket, or Lucky Sunny. Once a dishwasher had finished a wash, a code became visible that could be entered onto the Lucky Sunnies website to win prizes ranging from a car to music downloads.

CHALLENGES

The buying decision for dishwasher products is increasingly taken in-store so, despite being the market leader, Sun's position was vulnerable...

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