Regional design boutique
UK Paper - Logic product affirmation
The first 'green' sales promotion secured growth ahead of market trends
Situation
- Despite Logic's strong environmental credentials it was an also-ran business stationery.
- Promotional budgets were restrictive.
Response
- Overcoming the financial limitations, VA devised a unique push-in/pull-through, pan-European 'green' sales promotion stressing the paper mill's/brand's impeccable environmental credentials.
- This 'Save It' theme was promoted through advertising in the trade and environmental media, accompanied by special pan-European on-pack flashes, along with a trade sell-in programme.
Results
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In three months this 'green' promotion secured almost 100,000 customer vouchers.
Graham Wynn, Chief Executive of the RSPB, receiving the cheque - Based on this high return over £30,000 was donated to a selection of European environmental charities - for example a cheque for £10,000 was presented to the RSPB - whilst the leading participating stockists were also rewarded.
- During this promotion the Logic brand's sales surged 10% ahead of market trends.
Value Added
Europe's first 'green' sales promotion scheme for a 'dirty' industry practically benefitted the environment as well.
