THE CHALLENGE

In the competitive market of kids’ fruit drinks, Little Hug Fruit Barrels needed to break through to moms with the message that their product has less sugar, making it a better option than “premium” brands.

THE SOLUTION

Berlin developed a whimsical, captivating instant-win trivia game and sweepstakes that focused on the number 75. For example, game players were asked, “Does a Chihuahua weigh more than or less than 75 pounds?” while other questions reinforced product knowledge. To sustain consumer interest, all players were eligible to win a prize instantly and several lucky players had a chance to win a $75,000 drawing each month. In addition to developing the promotion’s strategy, design, and execution, Berlin handled all prize fulfillment.

THE RESULTS

Site activity remained steady throughout the four-month program, averaging 8,000 entries per day. A mobile coupon campaign resulted in almost 70,000 rebates and a redemption rate close to 50%. The success of this first-time promotion for the brand was aided by an optimized media plan developed by Berlin and marked the beginning of a long-term relationship.