El Golpe, a snack brand in Colombia wanted to find a way to communicate its larger pack promotion. Normally, this kind of activity is limited to point of sale material or on-pack promotions. But to promote its 12% larger packs, El Golpe wanted to become synonymous with larger portions and better value.
To make the concept of "12% more" a reality, El Golpe teamed up Los 40 Principales, a radio station that appealed to El Golpe's younger consumers. The crisp brand helped to deliver a larger serving of the stations popular music show, "The Bed". Thanks to El Golpe, the show was extended for an extra hour, which the presenters would always credit on-air.
The idea was extended into other areas of the show; the "top 6" playlist became the "top 8" and contestants taking part in phone-in competitions were afforded an extra chance to win, thanks to "extra content" from El Golpe.
Results
The branded extra content elements translated into extra sales for El Golpe, as the brand scored a growth of 27% over the average monthly sales of the year, and 19% more on their sales compared to the same period of time vs. the year before (Dec 08/09). Brand awareness rose from 12% to 18%.