Shloer has teamed up with OK! to provide an offer to have the magazine delivered each week for eight weeks from September to November, as well as an opportunity for Shloer shoppers to win a free annual subscription.
The offer will run as an on-pack promotion on neck labels of 1.7 million 750ml bottles of the three mostly widely available Shloer flavours – Red Grape, White Grape and Rosé – and will be publicised using a variety of media channels including: adverts in OK!, Star and New magazines; 200,000 digital adverts appearing on OK!’s website; six-sheet posters sited in close to stockists; and social media posts and messaging.
Promotional stock is being rolled out to all sectors of the take home trade from mid- August to ensure the bottles are in-store and on-shelf in time for consumers to register for their first free issue week commencing 15th September.
To receive their free issues, consumers peel back the top layer of the promotional neck label to reveal a unique entry code which they register on the Shloer website. Each consumer can register to receive one issue per week for eight weeks during the initial promotional period.
As an added bonus, consumers can continue to register their codes from 8th November, 2014, to 28th February, 2015, to be entered into a prize draw offering a 1 in 10 chance to win an annual OK! subscription worth £99.
The activity follows a link-up earlier in the year when the April edition of OK! ran a coupon offering readers a free bottle of Shloer.
Amanda Grabham, head of marketing – soft drinks at SHS Drinks, said: “OK!’s readership is aligned with Shloer’s target audience and the offer of a free magazine will certainly resonate with Shloer consumers. This promotion provides us with a great opportunity to reward our regular purchasers – Shloer is bought by 6.1 million shoppers, more than any other adult soft drinks (ASD) brand – as well as offering an incentive to encourage new consumers to try Shloer.
“Response to the free bottle of Shloer promotion we ran in OK! magazine in the spring was extremely positive and it has undoubtedly attracted new consumers and repeat purchases. In the past year, Shloer volume sales have grown by 4% – four times the 1% growth rate of the ASD category – and Shloer sales have accelerated during the course of this year. In the latest six months, Shloer sales volume has grown by 7% while total ASD sales have plateaued.
“We are expecting the free OK! magazine promotion to prove just a popular as the free bottle of Shloer offer and would encourage retailers to increase stock levels to meet the expected increase in demand for Shloer in the weeks ahead.”