Responsive: Rewards program for Comella

For many consumers, the original Comella chocolate drink evokes spontaneous memories of shaking, slurping, foaming and, of course, the familiar Schoggischnauz. Despite these positive associations, the brand is no longer always top of mind when shopping. An emotional on-pack promotion aims to change this. By means of attractive premium partners acquired by Responsive as well as a main prize, which is raffled among all participants - a Piaggio Vespa Primavera worth 4,695 Swiss francs - the target group aged 20 to 30 is motivated to participate and thus to buy.

Proven mechanism

The collection mechanism is simple to understand. Starting in October, consumers will find Comella bottles with blue promotional lids and tetrapaks with promotional stickers affixed to them with an eye-catching implementation in Swiss retail stores. For every code collected and entered on the website, the consumer receives a virtual Schoggischnauz. As soon as enough beaks have been collected for the desired reward, they can be requested. With already five beaks can be ordered.

Responsive, together with its partner Burki Scherer, was responsible for the concept, design and implementation of the entire promotion. For the on-pack promotion, the game center developed by Responsive was used, which, in addition to the participant database, contains the mechanism for ordering the rewards. The Rewards website is full responsive and therefore also mobile friendly.

Responsible Emmi: Jeanine Mauerhofer (Brand Manager). Responsible at Burki Scherer: Stefano Di Giusto, Chantal Gysler. Responsible at Responsive: Patrik Marty, Tuan Nguyen.