King James wanted to improve Eveready’s brand equity, while increasing the ability of the Eveready brand to transport its strong equity levels from lower LSM groups to Upper LSM groups, and ultimately increase Alkaline Plus volume market share.

As part of the promotional campaign, King James used Pyrotec’s on-pack labels to drive Eveready sales by offering cash and music download prizes to the purchaser. The music downloads were available from the Eveready website, which offered them an opportunity to gather purchaser information. Cash prizes were won by a process of SMS’ing a unique code (on pack) to a unique SMS number. The entrant was informed of their status by return SMS, and was then requested to SMS their name and region to the number, which offered Eveready a 2nd chance to gather data.

This solution was facilitated by Pyrotec. Pyrotec’s PackMedia and eCom divisions worked closely together to provide them with a solution which included a promotional Fix-a-Form™ booklet label with a random numbering, as well as the management of the SMS competition. The initial order of on-pack stickers was for 50,000. Within two weeks these stickers were finished. A second order of 50,000 was processed and within a week, Pyrotec was asked to produce an additional 100,000.