Cold Savannas, Hot Promotion
Pyrotec produced a cool label to promote Distell’s Savanna ciders at the Knysna Oyster Festival. Wicked National Promotions and Marketing, conceptualized the below the line campaign. They designed stickers which were handed out at night spots to consumers who bought a Savanna drink. When stuck to a Savanna (cooled to below 10C), the clear thermochromic ink activated by the cold highlighted their prize in red.
The promotion was a hot success because it offered consumer interaction, brand awareness, drove sales and an 80% redemption rate. Plus there were cool prizes!