Walk down any supermarket aisle and it’s clear how much competition there is for shoppers’ attention.
Brands are constantly looking for ways to stand out, whether that’s through new products, eye-catching packaging, discounts or promotional offers.
One of the ways brands can create real excitement is through an on-pack promotion. Whether it’s the chance to win an amazing experience, claim cashback or receive an instant digital reward, the right promotion can do much more than drive short-term sales. It can encourage customers to try a product, build loyalty, collect valuable customer data and create a stronger connection with the brand.
However, a successful on-pack promotion doesn’t happen by simply adding a sticker to a product. From working across different promotional campaigns, I’ve seen that the promotions that perform best are the ones that combine a strong idea with a simple consumer experience and solid planning behind the scenes.
Start With A Clear Objective
Before deciding on prizes or promotional mechanics, the first question should always be: What are we trying to achieve?
Every successful promotion begins with a clear objective. That could be:
- Driving trial of a new product
- Increasing sales of an existing range
- Encouraging repeat purchases
- Growing first-party data
- Rewarding loyal customers
- Standing out in a competitive market
Without a clear objective, it’s difficult to measure success or build the right promotional mechanic around it. For example, if the goal is product trial, a Money Back Guarantee could be the ideal solution because it removes the risk for consumers trying something new. If the aim is driving repeat purchases, a collect-and-win or instant win mechanic may encourage shoppers to buy multiple products throughout the promotional period.
Make It Simple For Consumers To Take Part
Consumers are busy so if entering a promotion takes time, requires downloading multiple apps or completing lengthy forms, many people simply won’t bother.
The best promotions are simple, a customer buys the product, scans a QR code or visits a promotional website, enters a few details and they’re done. The easier the process, the higher the participation rate is likely to be.
Create A Reward Consumers Actually Value
When it comes to choosing the right reward for an on-pack promotion, it’s important to think about what will genuinely motivate consumers to take part. The most successful promotions are those where the value is clear, relevant and feels worthwhile for the audience.
From our experience running promotional campaigns, we know that value continues to be a key driver for consumers. Our latest white paper, What The Brits Want From Promotions 3.0, highlights that Brits are increasingly looking for promotions that offer a clear benefit, with money off and cashback ranking among the most appealing mechanics.
61% of British adults find money off promotions appealing, while 44% are attracted to cashback offers. These mechanics also see strong participation, with 38% of Brits taking part in money off promotions and 21% participating in cashback promotions.
However, value doesn’t always have to mean a discount or cash reward. The right approach depends on the brand, audience and campaign objectives. Cashback and cash prizes can be a great way to provide flexibility and immediate value, while brand-relevant experiences and prizes can help create excitement and build a stronger emotional connection.
For example:
- A fitness brand could offer a wellness retreat or premium fitness experience
- A breakfast cereal brand could offer family theme park tickets
- A coffee brand could offer a premium coffee machine alongside a year’s supply of coffee
Guaranteed rewards can also be highly effective, as they give consumers confidence in what they will receive. Our research shows that guaranteed rewards currently outperform chance-to-win promotions when it comes to appeal, as the value exchange is simple and clear.
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Choose A Mechanic That Works
Consumers shouldn’t need to read several paragraphs of terms and conditions before understanding how to take part. Some of the strongest performing mechanics are also the simplest:
- Instant Win
- Winning Moments
- Spin to Win
- Money Back Guarantee
- Cashback
Consumers immediately understand what they’re getting involved with, that doesn’t mean more creative mechanics can’t work, but simplicity nearly always wins when it comes to consumer participation.
Make Your Promotion Impossible To Miss
An on-pack takeover is one of the most effective ways to grab attention because the product itself becomes the advertising. With bold promotional flashes, standout colours, clear messaging and a simple call to action, brands can instantly communicate the offer at the point of purchase.
Adding a QR code makes it even easier by allowing shoppers to enter there and then using their phone. In a busy retail environment, where shoppers make decisions in seconds, a strong on-pack takeover can be the difference between a promotion being noticed or overlooked.
Kinder – Glow In The Dark T-Shirt
This incredible gift with purchase promotion by Kinder in Germany is a great example of a full on-pack takeover, where the packaging itself becomes the main promotional communication. The usual product branding is enhanced with bold promotional messaging, eye-catching visuals and a clear call to action, immediately highlighting the reward available to shoppers.
By using the pack to showcase the prize and explain the mechanic, with messaging around entering the code inside the pack to guarantee a T-shirt, Kinder creates instant awareness at the point of purchase. The design grabs attention on shelf, communicates the value of the promotion within seconds and gives consumers a clear reason to choose the product.
Milka – The Last Square
Milka’s “last square” campaign shows how brands can use packaging to create engagement beyond the product itself. The pack becomes the centre of the promotion, with the missing final square creating curiosity and encouraging consumers to interact with the campaign.
By using distinctive Milka branding, the packaging captures attention at the point of purchase while encouraging consumers to take part. With it’s charm, ease and kindness – it became one of Milka’s greatest ever sales promotions.
Henry Westons – Win a Taste of Adventure
Henry Westons gave the promotion centre stage by redesigning the front of the pack around the campaign. The bold prize messaging and travel-inspired visuals make the promotion impossible to miss, while the familiar branding ensures shoppers still recognise the product.
Carex – Win Fantastical Rewards
If a full pack takeover isn’t possible, you can still create strong shelf standout by integrating the promotion into the existing pack design. Carex kept the recognisable Rainbow Fruits packaging and added promotional elements, including the Alton Towers branding, campaign messaging and promotional flash. This allowed the product to maintain its strong brand recognition while clearly communicating the promotion, making it a pack enhancement rather than a full on-pack takeover.
Be Clear And Honest
Consumers are becoming increasingly cautious about promotions, so if they aren’t confident that a campaign is genuine, they’re less likely to engage. Clear promotional messaging, accessible terms and conditions, visible end dates and straightforward claims process all help build trust.
Brands that deliver on their promises build credibility, making consumers more likely to engage with future campaigns. For cashback or Money Back Guarantee campaigns, making payments quick and hassle-free can dramatically improve customer satisfaction and encourage positive word of mouth.
Success Happens Behind The Scenes
It’s easy to focus on the creative idea, but there’s a lot more to a successful promotion than a great prize or eye-catching packaging. The best campaigns are backed by careful planning to make sure everything runs smoothly from start to finish.
Things like prize fulfilment, legal compliance, fraud prevention, customer service and redemption forecasting might not be the most exciting parts of a campaign, but they’re often what determines whether it’s a success.
A promotion can look fantastic on the shelf, but if prizes arrive late, claims are complicated or customers struggle to get support, it can quickly damage the overall experience. Getting these details right from the beginning helps create a seamless journey for consumers and gives brands confidence that every part of the campaign is under control.
Learn From The Results
An on-pack promotion shouldn’t simply end when the final prize is awarded, some of the most valuable insights come after the campaign has finished.
Looking at entry data, redemption rates, purchase behaviour and customer demographics can help brands understand:
- Which products drove the highest participation
- Which retailers performed best
- Which prizes generated the greatest engagement
- Where customers dropped out of the journey
These insights can then be used to improve future campaigns and maximise return on investment. The most successful brands continually learn and refine their promotional strategy rather than treating each campaign as a one-off activity.
Why The Right Promotional Partner Matters
A successful on-pack promotion takes much more than a great creative idea or an exciting prize. There are lots of moving parts behind the scenes that need to come together, from choosing the right mechanic and forecasting redemption levels to managing legal requirements, customer service, prize fulfilment and fraud prevention.
At Mando, we’ve built our expertise through managing over 3,000 promotions, giving us valuable insight into what works, what challenges brands can face and how to create campaigns that deliver. By using this experience and data, we can help brands make informed decisions around mechanics, prize structures and campaign timings.
Whether the goal is to drive sales, encourage trial, increase engagement or build customer loyalty, having the right promotional partner ensures every element of the campaign is carefully considered and set up for success.
Looking to run an on-pack promotion that stands out in store and delivers real results?
