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PPM FACTUM's Real Feel division launches strategic consumer competition for Molson Coors CZ

13/10/2022

PPM FACTUM's newly established Real Feel marketing division has won the tender for the strategic consumer competition for Molson Coors' flagship beer STAROPRAMEN in the Czech Republic.

The head of Real Feel says: "It is a great honor for us to have won the tender for the strategic activation of the STAROPRAMEN brand with our creative proposal. We can thus participate in the development of the consumer competition concept, ATL communication, POS materials and product design."

At the time of the COVID crisis, the originally narrowly focused promotional division of PPM FACTUM was expanded to include a marketing department. Today we can offer our clients not only superior services in the area of events, tastings and samplings, but also in the area of BTL communication, development of packaging designs, POS designs, online campaigns, etc. This way, we capitalize on our many years of experience at the point of sale and the marketing know-how of our employees.

The STAROPRAMEN - FOOTBALL PROMO activity itself builds on the brand's long-standing cooperation with the Czech national soccer team. The concept of the competition is designed to motivate current and potential consumers of the STAROPRAMEN beer portfolio to increase purchases. In the concept of the consumer competition, we had to solve a complex issue, because the buyers of the beers are mainly women, but the consumers are mostly men. We therefore mixed the main and secondary prizes to satisfy both target groups.

A key tool for the competition is the attractive competition Microsite, where competitors register and then enter unique codes from bottle caps and cans. 

During the first weeks of the contest, more than double the number of consumers registered compared to the 2021 contest. The number of codes entered is more than 3 times the number from last year. Therefore, we believe that the contest mechanics and design we proposed will bring the client a minimum of a 4% increase in sales over last year.

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