With household bills still on the rise, FMCG brands are always seeking new ways to engage consumers and add value to their purchases.
Currently, around 68% of UK households subscribe to at least one streaming serviceand 47% of those have two or more. There has been a downturn in figures between September and December 2024, when nearly 20.1 million households had a subscription streaming service, to only 20 million. Due to the year-on-year rise in subscription costs, it is naturally putting an additional financial constraint on the average household.
However, the importance, desire, and demand by the consumer for streaming services remains very high, and the forecast predicts that it will continue to remain so.
In short, offering streaming-related prizes is an effective strategy for brands to engage consumers and provide additional value to their products, particularly in times of high household expenditure.
By partnering with streaming services, brands can create compelling, value-added on-pack promotions that resonate with cost-conscious consumers looking for ways to save money.
When brand promotions provide tangible benefits to consumers, brands can drive consumer engagement and loyalty as well as differentiate their products in a highly competitive market by giving consumers a reason to pick them off the shelf over a competitor.
How We Can Help with On-Pack Prize Promotions
We recently helped Pringles capitalise on this trend by running a ‘win 12 months streaming costs’ campaign. In partnership with Rakuten TV, consumers had the chance to win either a Rakuten TV code, loaded with 24 new release movies or a £120 pre-paid Mastercard to be used to cover the cost of a one-year subscription to a streaming service of their choice.
Free Streaming Subscriptions as an On-Pack Promotion
Another great example is from Walkers, who teamed up with Paramount+ to help celebrate the streaming service’s launch in the UK and Ireland.
The partnership saw limited edition packs across Walkers’ range of crisps such as Walkers MAX, Sensations, Wotsits, Squares, Monster Munch, and Quavers feature designs from popular Paramount+ shows and movies like ‘Mission Impossible’ and ‘Star Trek’.
As part of this collaboration, Walkers offered their customers a free month-long subscription to Paramount+ with the purchase of a limited edition promotional pack.
By tapping into the ‘big night in’ trend, both Pringles and Walkers were able to capitalise on the screen time occasion helping drive relevancy, feature space in retailers and ultimately sales!
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We are Lime, an independent partnership and sales promotion agency based in London. We offer an end to end sales promotion service from idea generation to prize fulfilment.
If you’re interested in learning more about the services that we offer, please get in touch with a member of our team today at 02073179280 or email Charlie@wearelime.co.uk.
For more sales promotion insights, be sure to check out our other articles, such as ‘What Is Connected Packaging?‘ and ‘What Role Will AI Play in the Future of Sales Promotion?‘, or see our case studies here.