McCoy’s has recently launched a “win gadgets” competition on-pack – the title says it all – its lazy. They are offering the chance to win ipods and ps3’s but you will notice the complete lack of brand endorsement from either Apple or Sony.
This sums up everything that is wrong with sales promotion on many FMCG brands. The young males that they are targeting are extremely brand literate. They would much prefer a brand endorsed promotion rather than this unbranded, “Hello John I’ve got an ipod for you guv’nor” non-apple endorsed source. Anyone can do that and everyone does, every corner shop, every financial brand, every brand or business without any imagination at all gives away an unbranded ipod totally unendorsed by Apple. So why are McCoys?
Surely McCoy’s are bigger enough and smart enough not to follow what everyone else is doing? Surely they should actually work at a brand partnership and actually give away branded items with brand endorsement from a brand their target audience respect and work with the brand to make the promotion so much bigger and better all round?
This looks tacky and way beneath McCoys customer’s brand expectation.
