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Women Go Places with a Wonderbra

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Women Go Places with a Wonderbra NEWS New man for P&I Stuart Derrick, deputy editor ofthe CIM'sMarketing Business, is to join P&I this month as deputy editor. He replaces Neill Denny who Shell promotions moves to P&I's sister title Marketing as a reporter. Store cards roll out Safeway is to beef up its ABC loyalty card programme by dispute intensles introducing the card to over The legal dispute between Shell Shell retailers to discover their with the timing of further legal 70 stores as part of a phased and Don Marketing over the ori- views on the company. As a re- action dependant on the result. tactical launch. Asda is gin of two promotions has be- sult a TV news show is now in- If Shell is successful, Don trialling its Club Card and last come a public feud, with both vestigating the whole affair. Marketing will not be able to month Tesco rolled out sides adopting hardline positions. The Advertising Standards proceed with the case unless it Clubcard nationally (P&I, Don Marketing's managing Authority is investigating a com- can prove it could meet Shell's April). Of the big four director John Donovan has giv- plaint levelled by the SCCPG al- legal costs if it lost. Shell is ask- supermarkets only Sainsbury's en Shell a seven-day ultimatum leging that Shell's Make Money ing for £62,000. is now eschewing loyalty cards. to retract a statement it issued promotion was flawed because Donovan slapped a writ on lastmonth to the business press· players could see winning tick- Shell for £350,000 at the end of Maxwell House parties on on the affair - or face a libel writ. ets through the envelopes, or re- last year over Shell's Now Show- Over £1.5m worth of prizes "It's not libellous. Anything else seal envelopes with no trace. ing promotion, and another a are up for grabs in a £3m he does is up to him," says a de- "Shell would not run a promo- year ago over a Nintendo pro- promotion by Billington Cart- fiant Shell spokesman. tion ifit felt it was insecure for its motion. Donovan alleges the mell for Maxwell House which Donovan and his father Alfred retailers," says a spokesman. original ideas came from Don includes TV and radio support. have recently founded the Shell Shell has applied to the High Marketing, and that Shell then A free prize draw using the Corporate Conscience Pressure Court for security for costs. This used them without authority Noel's Maxwell House Party Group, which is polling 1,000 hearing will occur on April 13, or payment, which Shell denies. theme builds on last year's Out ofthe Blue promotion. Third-party Virgin cuts a deal Women go places Virgin Radio and Toyota are links ruled out linking in a deal engineered by new agency Epona. by Camelot Consumers call Virgin when with a Wonderbra they hear a trigger record to Playtex has launched its first ·pt ! Camelot has ruled out third par- enter a prize draw. Callers win national promotion for the Won- ty promotional involvement on a Toyota or a special 16-track derbra brand since winning back ~~JHELLOits new Instants instant-win CD from Virgin. The CD will the brand licence from Gossard scratchcard game. also be used to incentivise a last year. "We're slightly wary of third h< :~ BOYS. linked test-drive programme. Consumers who buy £25 or party promotions - we don't more of Wonderbra bras and want to devalue the brand by us- No FT, no travel briefs in most major department ing it as a giveaway," says a The Financial Times is repeating stores and lingerie shops, can Camelot spokeswoman. its Gourmet Breaks campaign, claim a voucher for £100 off The game uses an archetypal through Flexibreaks, offering a holiday. Over 20 leading oper- scratch card as the mechanic - readers top hotel ators are taking part, including consumers scratch off a latex accommodation abroad for£10. Cosmos, Kuoni, Thomson and play panel to reveal a possible In 1994nearlylO% of readers BA Holidays. Each claimant Wonderbra: ads willliftpromotion prize. Top prize is £50,000, and took part and circulation was must book their holiday before games will change regularly. lifted by6.5%. December 1 this year and take young women thinking about Cards cost£l and are on sale in insurance through promotional booking a holiday and using 20,000 retailers. Camelot pre- Banks vouch for Sainsbury travel firm Protravel. this as an added incentive to dicts they will become the UK's NatWestand the Royal Bank The eight-week campaign is booking earlier. It is a very biggest impulse brand, with a of Scotland are offering £3 aimed at the 15-30age group and strong promotion with high £1bn annual turnover. Sainsbury vouchers through will be run by Chris Russell As- perceived value." An embarrassing glitch marred 57 ATMs in a 12-week test sociates.1t has handled trade in- "We believe this promotion the start of Instants last month. through Aimmedia centives and independent store will ensure Wonderbra obtains Hours after the celebrity launch International. Customers get promotions for Playtex for the prime sites within all stores the game was suspended when vouchers after cash past four years. stocking the brand. This, com- software inexplicably failed to withdrawals, using a According to Carole Murray, bined with the ad campaign validate cards. Within 24 hours technique pioneered by the account director at Chris Russell [byTBWAJ, will maintain Won- the problem was resolved. Burger King/Alliance & Associates, "The travel theme derbra sales at the current high Instants is backed by a £lOm Leicester promotion (P&I, was chosen because of its levels," says Nick Houghton, TV, press, poster and radio November/December 1994). seasonal timing and profile, ie marketing director for Playtex. awareness campaign. PROMOTIONS & INCENTIVES 4 APRIL 1995.
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