PROMOTION GETS DRINKERS TO HAVE ANOTHER....

Blackline revealers were the perfect promotional mechanism for Sheridan’s distinctive liquer that comes in black and white forms. With 112,000 mysterious black envelopes appearing in pubs and food outlets throughout the UK, the promotion matched the single word on the envelopes: Intriguing.

Unusally, the gamecard and the blackline revealer were together in the envelope. If the consumer ordered a Sheridan’s, the mechanic came with it. Instant prizes of keyrings, CD and half price Sherridan’s were on offer. This promotion fulfilled the brief admirably: That of getting consumers to try the drink, to repeat purchase and remember the brand.

“We wanted to use an innovative, interactive gamecard which would involve our consumers and create a talking point in the outlet”. Said Louise Glendinning, Account  Manager at organisers Mercier Grey.” Also we thought the dual elements of the black line and decoder sucessfully reflected the Sherridan’s proposition - where vanilla cream lays distinctively over dark spirit to create the perfect Sheridan’s.”