Candy Cane Retail activation

We created a retail traffic driving activation, to bring consumers to the store. The mechanism was: Get a NEO candy cane from promoters handing them out on the street, come to the store and check what you have won with the symbol on the tag attached to it.

The activation was a success with the following results:

  • Distributed ~75.000 candy canes in 17 stores
  • 3.500 voucher transactions made (4,7% usage rate)
  • The 15% and 5€ discount transactions contributed to 85.000€ of the net sales (13% of total net sales),
    42% increase in traffic over previous weekends
    36% increase in net sales over previous weekends
  • Role Global Brand Marketing Manager
  • For adidasneo
  • Date December 2014