Philip Morris – Immerse

Philip Morris - Trade Marketing Activity

The Task

Create a simple but effective mechanic to thank Philip Morris trade customers for their support during the year.

Additionally, communicate the standard 8% POR across the Chesterfield Range (currently 12% POR with £6 save price promotion), communicate 12% POR across the Marlboro Gold RYO range and communicate the ‘Buy any 3 Chesterfield outers and receive £6 off invoice’ promotion already running in the stores.

The Solution

A converted Italian Piaggio coffee van and Barista toured over 60 of the largest Cash & Carry’s across the UK (Dhamecha and Bestway) offering a freshly brewed free coffee to Philip Morris customers (people who had bought PML products on that day). In addition, customers who purchased their Chesterfield brand were given a free Philip Morris branded travel mug.

The coffee van was placed outside the Tobacco Rooms where possible. Posters in the tobacco room promoted the activity. The tobacco room staff talked up the promotion directly with their customers.

The Results

Hundreds of coffees were served throughout the campaign to happy customers!

KPI’s included the number of coffees served, number of travel mugs given away and number of conversions (customers who were not intending to make a purchase on that day but did).