Unilever was looking for an original premium for an activation at their point of sales for their margarine brands. We developed a coloring book with all kinds of different animals. The beautiful drawings have little pops of color to make them more attractive. Additionally, the use of color allows for educational exercises that are integrated into the drawings: kids have to figure out themselves how to color in the pictures by following codes with shapes and numbers. The handle shape makes it easy for kids to carry their book themselves.
The books were presented to consumers in displays next to the margarine section where they could take one for free when they bought 3 portions of margarine. Unilever was really happy with this activation, since “45.000 books were all gone within 3 days, so the action was a big success”.
At the end of the year, Beiersdorf wanted to hold a fun contest for their consumers. When they bought 3 Hansaplast products, they could win tickets to 3 different Belgian theme parks: Bellewaerde, Walibi, or the Caves of Han. Since Beiersdorf wanted to please all their consumers with this promotional action, and not only those that eventually won a ticket, they also wanted to offer a premium which would serve as a support for the form people had to fill in to win a ticket. We created a book for them to please children of different ages: a hide-and-seek. The book contains 10 big drawings with many details and characters in which you have to find some specific characters. Because of the funny situations and humorous details, the book is also fun for older kids and adults.
The book was presented at different points of sales in displays for customers to take with them when they were buying Hansaplast products. Inside of the books, there were forms for them to fill in in order to win entry tickets. This allowed Beiersdorf to gather consumers’ information for their database. Beiersdorf obtained excellent results, the book fitted right in with their Point of Sales Excellence strategy and was received very well by consumers.
We worked with Capri-Sun France (a Coca-Cola brand) for the first time in 2016, when we created activity books for them in different formats. Since their consumers loved them so much, we have created new content for them each year. In total, we have created more than 5 different titles, good for over 500.000 copies. Through collaborations with licenses such as Trolls and “Petit Spirou”, we made sure the premium would be loved by kids as they get to play with their favorite characters.
These books are distributed in different ways: fast-food restaurants, supermarkets, movie theatres, etc. To create a custom experience for each of Coca-Cola’s clients, we developed different tailor-made covers for the same content, customized for each place of distribution. The books are a fun premium that allows using storytelling marketing to reach Capri-Sun’s main target group, namely families.
Because Coca-Cola wanted the entire family to enjoy the book together, and not just the kids, we added a board game on a poster in the center of the book. We integrated pawns and a die in the cover to be cut out. This way, up to 4 people, among whom the children’s parents, can play and interact with the book at the same time.