The Specialist World of Controlled Product Placement (CPP)
Controlled Prize Placement (CPP) is one of the most exciting prize promotional techniques that brands can run, and they can excite consumers, trade and media. Whether it involves creation of a bespoke product (e.g. a blue Jammy Dodger) or a winning golden ticket tucked into a pack for a consumer to find. CPP is the route to go if you want to create real buzz around your brand!
CPP was largely created by PromoVeritas and has been used by many brands and agencies as well, having featured in a Channel 4 documentary about our work with Cadbury and their long running Hunt The Cadbury Creme Egg instant win promotion. It can take months of work, designing and creating the winning packs or tickets, assessing safety risks, visiting factories, planning routes, ‘seeding’ the prize packs across the country and abroad, taking hundreds of winner calls and sending out the prizes. All is not a days work for our expert team of ‘Happy Makers’. We have literally been from the Shetland Isles, to the Isles of Scilly, from Northern Ireland to the Isle of Wight ensuring that the distribution of winning packs is fair, random and fully in accordance with the strict requirements of the CAP Code for the Marketing Industry.
Marika Nargi, our Senior Programme Manager, spoke to us about how it feels to work on a CPP promotion: “I love the fact that some of our work can change lives. A consumers does their regular shopping, goes home and they could have in their hands – in that soft drink can, or that scrumptious chocolate bar……a golden ticket. They can be real life Charlie Bucket’s, finding one of Willy Wonka’s golden tickets. What could be more exciting? We have had winners dancing around the kitchen because they have won a cash prize or a holiday – It always makes us smile because we have just made someone’s year”.
If CPP sounds the type of promotion you think is right for your brand or client, get in touch. A chat can be all it takes to shape a promotion to meet your objectives, make sure you can maximise outcomes and we’re happy to help.
Email us on email@example.com or call us at 44 (0)203 325 6000