05 January 2009

Appletiser target supermarket shoppers through ATM advertising

Appletiser is to launch an innovative advertising campaign to promote its range of gently sparkling, 100 per cent fruit juice drinks, to shoppers in the run-up to the New Year. The campaign, which goes live on December 28, will be broadcast on atmAd's nationwide network of cash machines.

The advertisements will run on over 1000 cash machines at Tesco stores around the UK, ideally located to reach female shoppers preparing for the New Year party season and a healthy start in January. The campaign will also include 375,000 take-away receipts featuring a complimentary £1 off voucher to encourage trial or repeat purchase in-store.

"We needed an innovative and effective medium to reach prospective customers," said Andy Thompson, senior brand manager at Coca-Cola. "The proximity of the cash machines to the Tesco stores will enable us to specifically target people close to where they make their purchasing decisions."

The atmAd campaign, launched in advance of New Year's eve, will help promote Appletiser, Peartiser and Fruitiser as healthy, non-alcoholic alternatives; perfectly timed for consumers who are driving, not drinking, across the holiday season. Additionally, the dynamic ads will show that the range counts as one of your ‘five a day' requirements, appealing to the shoppers hoping to get a healthy start to the year.

"The one-to-one communication delivery of atmAd, in close proximity to point of purchase is a great fit for the Appletiser brand," said Richard Rowley, head of media sales, atmAd.

"We are seeing an increasing demand from customers like Appletiser, who require simultaneous personal engagement and the strong ROI offered by atmAd," he concluded.