Holding the Key (Ring) for Shepton Mallet Cider Mill
When famed UK West Country Cider producers The Shepton Mallet Cider Mill had the idea to promote its brand with a contest to give the customer who bought the one-millionth can of Natch cider their height in cases of Natch, they turned to Crown for a promotional solution.
The Shepton Mallet Cider Mill chose our Instant Win? technique, which allows a tag to be hidden just underneath the ring pull. The tag reveals a code that confirms the winning can and is completely undetectable until the can is opened.
To engage the brand’s UK South West heartland, the campaign ran in both the on and off-license (premises) trade across 8,000 cases of 500ml cans. From the outset, consumer – and industry – feedback was fantastic.