The Opportunity:

Big Red, America’s original red soda, was celebrating their 75th Anniversary. Their marketing team wanted to launch promotions in strategic regions within the U.S. where their beverage brand had the greatest sales, thus their biggest fans. They wanted to reward these fans for buying their product by giving away thousands of prizes.

At the epicenter of their omni-channel campaign were in-store P.O.P. and merchandise displays to be executed in groceries and convenience stores that encouraged consumers to buy Big Red, “Look Under the Cap to Win”, accrue points and go online to register to be included in the sweepstakes to win more than 10,000 vintage prizes and classic-style Big Red memorabilia.

“Since 1937, Big Red has been refreshing consumers with its indescribable, sweet, smooth flavor,” says Big Red Inc. CEO Gary Smith. “We have some of the most passionate fans in the market, so we believe that these unique, vintage prizes are a fantastic way to reward our customers for their loyalty the past 75 years.”

The Solution:

KDM POP Solutions Group has been the go-to vendor partner for Big Red’s in-store P.O.P. Print campaign executions for some time. The in-store displays for this promotion included base wraps, pole toppers and posters that promoted the prize give away and online sweepstakes. Some of the strategic locations also featured the actual grand prize: a full-size Big Red jukebox as part of the display to generate participation and sales lift.

Big Red was also able to tap into our KDM Branding Solutions division for all of the branded promotional products and apparel for their 75th Anniversary promotion as well. Our branding experts were able to find the precise ad specialty items that would coincide with a nostalgic, vintage vibe. Shiny red vintage toy trucks, desktop refrigerators, and iPod stereos disguised as old-fashioned radios were all branded with the Big Red logo. Apparel needs included the vintage style Big Red t-shirts, hoodies and baseball hats. Additionally, all the consumers who entered the sweepstakes for the grand prize could win a full-size Big Red jukebox, also procured via KDM.

The Result:

Big Red’s first ever under-the-cap points promotion was a big success. KDM’s comprehensive range of services proved to be an asset for the brand’s omni-channel campaign with aspects like single source procurement, brand compliance and speed to market. Elizabeth Boysen, Marketing Manager for Big Red, commented: “We were thrilled with the quality and scale of our displays during our 75th Anniversary Celebration. Customer engagement went above and beyond what we anticipated, resulting in a hugely successful program.”

KDM is very proud to support America’s original and #1 selling red soda. Learn more about Big Red, Inc.