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BD Network seals Flake deal with a million kisses

Posted by: BD Network Ltd | Date added: Tue 16 Feb 2010

Following BD Network’s appointment by Cadbury, the integrated agency today announces the launch of its new promotional campaign for Flake.

From 1st March, promotional single bars and multipack Flakes will be hitting the shelves, inviting consumers to enter online or via SMS for the chance to win a million free Benefit cosmetic products.

The relationship between the two brands, which both appeal strongly to 25-45 year old women, was brokered by BD Network to drive Flake sales and raise awareness amongst Benefit’s audience.

The campaign will give away one million free lipsticks and glosses when Flake customers either text the short the code found on the wrapper or enter it via the brand’s website (www.flake.co.uk), to instantly find out whether they a winner. If they have won, they are then prompted to choose their favourite from a selection of the four best-selling Benefit lipsticks or the two best-selling Benefit lip glosses.

Visitors to the website can also send friends a virtual kiss via email, briefly showering their screen with kisses when they click on the message. There are also make-up tips and other cosmetic information on the site from Benefit.

The on-pack creative uses a strong red colour and imagery of ‘kissable’ lips, achieving distinctive stand-out by the contrast with Flake’s traditional yellow packaging. The campaign is also being supported by sampling and POS materials at Benefit beauty bars nationally, as well as window displays in stand-alone Benefit boutiques across the South East of England.

Jonny Clow, Director at BD Network, said: “It’s great to be working with Cadbury and we are extremely proud that our integrated thinking is helping Flake. It’s an iconic brand with rich creative heritage, and we look forward to building on that this year.”

Julie Mercer, head of marketing at Cadbury, said: “BD Network has impressed us with their creativity, enthusiasm and passion for our brand and has come up with an excellent tie-in, perfect for our target audience.”

Amanda Pilkington, marketing manager at Benefit, added: “We are really excited about working with Flake. They have great outreach to so much of our audience, and the on-pack, in store and online creative reflects our brand perfectly!”

 

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