The Borden Dairy Co. will begin running sweepstakes as part of a new robust marketing program to grow its share of the milk market. But where past games were largely in-store and POP campaigns, this one will run mostly on packaging and the Internet — for good reason.
“Historically, a lot of sweepstakes were done using in-store P-O-S, but retailers have really shied away from any kind of manufacturers' P-O-S materials going up in their stores,” says Randy Gier, the chief marketing officer at Borden. “They are much less open to those kinds of things to protect their look and feel, so it's pushing us to do these kinds of promotions on-pack and online.”
Got a contests/sweepstakes tip to share? Contact Patricia Odell at patricia.odell@penton.com
