The Competition and Markets Authority (CMA) has released findings that confirm loyalty-priced promotions at major supermarkets offer genuine savings to shoppers, providing reassurance amidst ongoing cost-of-living pressures. After conducting a comprehensive investigation into the pricing practices of five leading UK supermarkets—Tesco, Sainsbury’s, Waitrose, Co-op, and Morrisons—the CMA found little evidence of inflated ‘usual’ prices used to exaggerate loyalty discounts.

Genuine Savings Backed by Rigorous Analysis

The CMA analysed approximately 50,000 grocery products featured in loyalty price promotions and concluded that 92% of these items offered a legitimate saving against their usual prices within the same store. On average, shoppers can benefit from a 17-25% discount when purchasing loyalty-priced products.

George Lusty, Interim Executive Director of Consumer Protection at the CMA, said:

“We know many people don’t trust loyalty card prices, which is why we did a deep dive to get to the bottom of whether supermarkets were treating shoppers fairly. After analysing tens of thousands of products, we found that almost all the loyalty prices reviewed offered genuine savings against the usual price – a fact we hope reassures shoppers throughout the UK.”

However, Lusty highlighted that loyalty prices aren’t always the cheapest option available, stressing the importance of shopping around to maximise savings:

“While these discounts are legitimate, our review has shown that loyalty prices aren’t always the cheapest option, so shopping around is still key. By checking a few shops, you can continue to stretch your hard-earned cash.”

Key Findings from the CMA Review

The CMA’s investigation aimed to address shopper concerns about loyalty pricing, transparency, and accessibility. Key takeaways include:

• Genuine savings: 92% of products analysed offered true discounts against their usual prices.
  
• Average savings: Loyalty-priced products provided savings of 17-25% across the five supermarkets.
  
• Comparison shopping matters: Loyalty prices, while competitive, are not always the lowest available.
  
• Limited impact on shopping habits: While 76% of shoppers said loyalty pricing has not changed where they shop, 24% now compare prices more actively.
  
• Mixed perceptions of fairness: 43% of surveyed consumers felt it was unfair that loyalty members benefit from lower prices, while 55% suspect non-member prices are inflated.
  
• Data concerns minimal: Only 7% of shoppers cited personal data usage as a reason for not joining loyalty schemes.

Accessibility Challenges: Room for Improvement

The CMA also examined the accessibility of loyalty schemes, particularly for groups who may struggle to participate, such as elderly shoppers or those without smartphones. While no breaches of consumer law were identified, the review found that some supermarkets could improve inclusivity by offering offline sign-up options, such as in-store or telephone registration, and by reconsidering age restrictions for membership.

Trust and Transparency: A Positive Step Forward

Importantly, the CMA’s review alleviates concerns around the use of customer data, confirming that supermarkets’ loyalty schemes meet consumer protection standards. Despite lingering perceptions around fairness and pricing strategies, the findings provide much-needed clarity for shoppers, reinforcing that loyalty prices are, for the most part, genuine deals.

What This Means for Shoppers

For consumers, the message is clear: loyalty schemes can deliver meaningful savings, but smart shopping remains essential. By comparing prices across stores and remaining vigilant, shoppers can make the most of their loyalty memberships and stretch their budgets further.

Next Steps for Supermarkets

The CMA’s findings call on supermarkets to:

• Improve accessibility for shoppers without smartphones or under-18s.
  
• Offer alternative sign-up methods, such as offline registration.
  
• Ensure transparency around loyalty pricing and data usage to build greater trust.

As the cost-of-living crisis continues to impact households across the UK, the CMA’s findings serve as a reminder that while loyalty schemes offer real benefits, shoppers must remain proactive in seeking the best value for their money.

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The IPM is thrilled to spotlight Wall’s latest campaign, “Sing It to Win It!“—a fantastic demonstration of how brands can blend creativity, interactivity, and digital marketing to engage consumers.

This campaign builds on creative agency Activation’s earlier work, which first cooked up the “When Hunger Calls, Grab a Wall’s“ tagline. From tradespeople taking on the Wall’s Street Challenge to sausage rolls flying off shelves thanks to freebie giveaways, the tagline has already left its mark. Now, Wall’s is turning up the volume. Now, with ‘Sing It to Win It!’, the UK public is invited to perform their take on this catchy line. Participants can submit their renditions online for a chance to win £5,000, collaborate with a music producer, and have their jingle professionally recorded for a national radio ad airing next spring.

Rolling Out Big Laughs and Bigger Connections!

Wall’s expertly blends user-generated content with influencer partnerships, teaming up with On the Tools for a second year to strengthen its connection to the tradesperson community. By creating relatable, laugh-out-loud content that resonates with this audience, the campaign ensures its messaging hits home where it matters most. Key to driving the campaign’s success are sausage roll-loving influencers, who leverage their platforms to spread the word far and wide. This is further bolstered by Wall’s own social media presence and a targeted digital push on Meta and YouTube.

The campaign flips the script by inviting fans to join the action, turning a tagline into a national singalong. By encouraging people to get creative and have fun, Wall’s isn’t just selling sausage rolls—they’re turning consumers into co-creators and giving them a chance to shape the brand’s story. It’s a bold and playful move that brings Wall’s closer to its audience, turning everyday fans into the stars of the show.

This campaign stands out as a feel-good moment during challenging times. By offering a chance to win a tasty £5,000 prize, Wall’s serves up a tasty treat that will bring smiles and shares along the way. This approach brings the audience closer to the brand, creating a shared experience that’s fun, uplifting, and unifying. Think you’ve got what it takes to be Wall’s next star? Visit grabawalls.co.uk and let your voice be heard!

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Poundland has launched its nationwide loyalty program, Poundland Perks, across 850 stores and online platforms, marking a significant advancement in high-street retail engagement. The app has rapidly gained popularity, topping UK app charts and amassing over 500,000 downloads shortly after its release.

More Points, More Perks – Just in Time for Christmas

The timing couldn’t be better. As we approach the festive season, Poundland is giving customers the chance to accumulate points on every purchase until December 24. By earning 1 point for every penny spent, shoppers can quickly collect perks – with 5,000 points translating to a £1 voucher. This fast-track savings strategy turns every purchase into a reward, positioning Poundland as a savings destination that doesn’t compromise on choice or convenience.

Spin to Winsday

The app introduces ‘Spin to Winsday,’ a gamified feature available every Wednesday, allowing users to win prizes, points, and exclusive perks. Additionally, Poundland Perks offers over 100 deals on popular brands such as Domestos, TRESemmé, Lynx, and Pot Noodle, ensuring substantial savings on everyday essentials.

£20 Million Tech Transformation

“This investment in our digital ecosystem is about giving customers more ways to save. We want to make Poundland a go-to for everyday savings and exceptional experiences alike.”

Tom Hill, Director of Digital at Poundland

This ambitious launch is part of Poundland’s £20 million investment in a digital overhaul, including faster self-checkouts and seamless in-store technology to enhance the customer experience. The new technology enables smooth integration with the app, so customers can easily track rewards and redeem offers with each visit. It’s a clear sign Poundland is serious about creating a streamlined, tech-driven shopping journey.

Perks On The Move

Extending beyond digital engagement, Poundland has introduced the Perks Caravan, a mobile unit touring the UK to promote the loyalty program. Offering free coffees and facilitating on-the-spot app sign-ups, this initiative blends digital convenience with community interaction, enhancing brand engagement nationwide.

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UK supermarket Sainsbury’s has debuted their exciting new Christmas advertisement today, featuring Roald Dahl’s universally beloved character the BFG.

Set to premier on ITV1 at 8:15pm on Friday 1^st November during Coronation Street, the ad follows the 24-foot friendly giant as he embarks on a new adventure with Sainsbury’s employee Sophie. In a TV first, real-life Sainsbury’s colleague ‘Sophie’ embarks on a journey with the Big Friendly Giant (the BFG), showcasing the delicious flavours of Sainsbury’s festive Taste the Difference range.

The deal was negotiated and managed by Born Licensing, licensing agent for Roald Dahl Story Company. RDSC engaged Born Licensing to bring to life their global partnership and licensing strategy, facilitating ATL campaigns which truly harness the unique storytelling qualities of their IP in an authentic way.

Born Licensing, in collaboration with the Roald Dahl Story Company, worked with Sainsbury’s creative agency, NCA, to ensure this new iteration of the BFG came to life with authenticity. Fans of the beloved book will be delighted to see famous references from the story including snozzcumbers, Frobscottle, and dream jars feature in this magical Christmas campaign. 

The extensive partnership will see the BFG appear across TV, print, outdoor, social media, direct mail, and PR.

“Christmas is the most competitive period for British advertisers and licensing a generationally adored character like the BFG is a sure fire way to capture attention. This is a brilliant example of how powerful advertising can be when combining cherished IP with brilliant creative.”

David Born, Founder and CEO of Born Licensing

“At the Roald Dahl Story Company storytelling is at the heart of what we do and we’re always on the lookout for opportunities to bring our beloved characters and stories to life in new ways, through bespoke and authentic partnerships and marketing campaigns. The BFG is the perfect fit for Sainsbury’s in creating a big Christmas.

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company

The power of Roald Dahl’s unique stories and characters is evidenced in Sainsbury’s desire to collaborate on the biggest marketing moment of the year. The partnership provided the opportunity to tell their story in a new and innovative way, harnessing the nostalgic love that the BFG brings to generations of audiences.

NCA and Ogilvy were behind the Creative with Rogue Films producing the TVC. The longform” film with cutdowns was directed by award winning Director Sam Brown. Post-production and VFX were done by Electric Theatre Company.

“By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.”

The BFG is perfect for Sainsbury’s mission to create a Big Christmas for all. Having only snozzcumbers to devour in Giant Country, his curiosity for good food leads to an adventure of discovery and wonderment with Sainsbury’s Sophie in order to bring the magic of Christmas to everyone.”

Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company

This brand-new campaign comes as more and more audiences are enjoying Roald Dahl’s iconic stories being brought to life. Recently, stage adaptations of The Witches and The Enormous Crocodile opened to critical acclaim and sell-out shows, Paul King’s Wonka became an international box-office smash and Wes Anderson’s cinematic adaptation of Roald Dahl’s adult short story The Wonderful Story of Henry Sugar received numerous plaudits including an Academy Award. Brand new publishing inspired by Roald Dahl’s The Twits by Greg James and Chris Smith landed in the Top 10 Children’s Hardback charts upon release, and fans the world over continue to devour Roald Dahl products and enjoy partnerships like The Twits and Charlie & The Chocolate Factory Afternoon Teas in London.

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Meateors has landed with a playful brand identity and a powerful digital strategy aimed at revolutionising the meat snacking category. This launch goes beyond a simple product introduction. It represents a strategic campaign designed to cater to health-conscious consumers seeking tasty, convenient alternatives to traditional snacks.

Out-of-This-World Experience

The launch of Meateors is supported by a dynamic marketing strategy developed by Activation. This creative campaign draws from the product’s name to deliver a playful, space-themed brand identity that stands out in a crowded snack aisle, offering an “out-of-this-world” experience.

Digital Discovery and In-Store Visibility

Activation’s strategy combines impactful branding with strong positioning across digital platforms such as Meta and YouTube. With more than 2.4 billion active monthly users, YouTube remains a dominant platform for younger audiences, offering brands unparalleled access to engage this demographic. Meanwhile, Meta reports that 73% of Gen Z users are more likely to discover new products on its platforms, making it a key player in driving awareness and consideration.

“Meateors will appeal to a younger target audience, and we have chosen to launch on digital platforms that will catch their attention in a way that is customised to their interests and habits. This demographic love YouTube and Meta, and these working together has proven to be the ideal recipe for increasing awareness and consideration, resulting in the ideal launch combo for newcomers like Meateors.”

Matt Ramsay, Co-Founder & Managing Director at Activation

The seamless blend of digital discovery and in-store visibility creates a 360-degree experience, enhancing brand awareness and driving impulse purchases. The presence of Meateors in selected Morrisons Daily and SPAR stores further strengthens its visibility, inviting shoppers to grab a pack on-the-go.

“The meat snacking category is continuing to show impressive growth. However, there is a high demand from shoppers for more variety, with chicken being the most common protein, meaning pork is a relatively untapped opportunity. This is where our Meateors come in.”

“We’re proud to fill this gap in the market with a tasty, convenient option that boasts all the functional benefits of being protein-packed, therefore keeping consumers fuller for longer, as well as maintaining a great texture. We’re incredibly excited to be launching these new products under a vibrant new brand, Meateors, which is sure to disrupt the category with its fun and tasty range packed with flavour.”

Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, home of Meateors

Aiming for the Stars

The Meateors campaign highlights a critical strategy in today’s retail environment: winning the battle for attention both outside and inside the store. According to a YouGov study commissioned by Activation, pre-shop digital touchpoints are instrumental in priming shoppers before they even step foot in a store. “If we can’t win in-store, we must create advantages outside,” says Co-Founder Dan Hirons. This philosophy shines for Meateors, as the brand leverages Meta and YouTube to engage its target audience before they even step into a store. By leveraging vibrant visuals and engaging content, Activation has successfully created a captivating brand world that resonates with its audience, ensuring that Meateors stands out in-store and on-screen.

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Branston, renowned for bringing families together around the dinner table, is teaming up with Netflix’s animated film That Christmas to embrace the magic of Christmas. This partnership, brought to life by Activation, brings the holiday spirit directly to supermarket shelves, enhancing visibility and deepening the brand’s connection with families during one of the most important retail periods of the year.

With That Christmas set to premiere on 4 December, Branston’s in-store activations will ensure shoppers are immersed in festive joy from the moment they step in-store. Based on Richard Curtis’s beloved children’s books, the film weaves together tales of love, family, and holiday mishaps, celebrating the timeless spirit of togetherness that makes Christmas so special.

“Bringing That Christmas into the retail space allows us to connect with families in a festive, meaningful way. By integrating the film’s spirit into our promotions, we’re blending Branston’s warmth with the joy of the holiday season.”

Claire Steward, Account Director, Activation

The key objective of this campaign is to boost visibility and drive purchases during this crucial period for Branston. Launching exclusively at Sainsbury’s, the first activation features striking snow-capped point-of-sale displays and strategically placed floor stickers, guiding shoppers directly to Branston’s shelves. Shoppers can also take part in the “Win a Christmas to Remember” promotion through the Nectar loyalty program, encouraging both trial and acquisition with the incentive of a high-value reward.

This collaboration between Branston and That Christmas unites two brands with a shared focus on bringing families together. By aligning their messaging with the warmth and nostalgia of festive celebrations, both reinforce their roles as key ingredients for family gatherings.

As the season progresses, more activations will follow, including the launch of limited-edition jars, designed to elevate the in-store experience and drive excitement. Find out more about Branston and That Christmas on the Branston website.

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Multi-award-winning creative brand experience agency N2O is excited to announce its acquisition by GLOBE GROUPE, the leading European group dedicated to shopper marketing. This collaboration marks a significant milestone for N2O, unlocking new opportunities for expansion, innovation, and success.

Since its inception, N2O has seen incredible growth, delivering creative, standout campaigns across diverse sectors. With GLOBE GROUPE’s support, N2O will gain access to extensive resources, networks, and expertise while maintaining its signature client-first approach.

“This is an incredibly exciting time for our company. We’ve built something special over the past 25 years, and business has never been stronger. By joining forces with GLOBE GROUPE, we’re able to take our vision to new heights, offering even more value to our clients and exploring untapped opportunities. This acquisition allows us to accelerate our growth, while staying true to our creative heritage and innovative approach that has always defined us.”

Terrence Woodward, CEO of N2O

GLOBE GROUPE is known for empowering its network of agencies with the resources and autonomy to thrive, making it a natural fit for N2O’s continued success. The two companies will enhance their ability to lead in the rapidly evolving European marketing landscape, combining local expertise with global reach.

“The merger of GLOBE GROUPE and N2O was a natural fit due to our shared DNA, based on a strong positioning: People x Tech. Together, we are combining our expertise to put people at the heart of technological innovation. We are delighted to incorporate N2O’s British expertise in brand experience creation into our European offering.”

Jeremy Dahan, President of GLOBE GROUPE

About N2O

N2O is a leading Creative Brand Experience Agency that transforms consumers into dedicated brand fans through innovative and immersive experiences. Specialising in Experiential Marketing, Retail Marketing, Social Media & Influencer Marketing, and Smart Mass Sampling, we leverage strategy, planning and insight-led creativity to craft tailored, data-driven campaigns that resonate deeply with target audiences. Our full-service, in-house team of experts, known for their strategic insight, award-winning design, and comprehensive execution capabilities, make us the agency of choice for brands seeking to go beyond the ordinary.

About GLOBE GROUPE

Founded in 2002, GLOBE GROUPE is the leading European group dedicated to Shopper Marketing (communication and sales performance), with strong expertise in the High-Tech, Beauty, Pharma, and FMCG sectors.

Our mission is to support brands in achieving commercial success amidst increasingly fragmented customer journeys. As a true Shopper House, our strength lies in our ability to act on all touchpoints along the shopper’s journey. GLOBE GROUPE employs over 300 people across France, Switzerland, the United Kingdom, Spain, Portugal, and Germany.

Each of its subsidiaries benefits from the synergies of the network and a shared technological innovation hub, allowing them to respond to new consumer behaviours. This unique setup enables us to address the complexities of shopper journeys on both a local and global scale.

GLOBE GROUPE serves around 100 active clients, has a revenue of €107 million, and generated a business volume of €2.5 billion for its clients. In 2024, the group is projected to achieve €150 million in revenue and grow to nearly 500 employees.

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The stars of promotional marketing shine brightly at the IPM Awards 2024—where for over 50 years we have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners have set a new benchmark for creativity, innovation, and impact. After careful judging across categories—covering everything from brand activations and immersive experiences to partnerships, loyalty, and incentives—the Gold, Silver, and Bronze awards reflect the depth of talent driving the industry forward. Standout campaigns across food, beverage, sports, and entertainment continue to raise the bar across diverse environments. While the highly anticipated Grand Prix and Agency of the Year awards, keeping everyone on the edge of their seats. Congratulations to all finalists and winners for shaping the future of the industry. Explore the full list of winners here and relive the unforgettable moments of the IPM Awards 2024.

Setting the Gold Standard

The IPM Awards 2024 opened with a heartfelt welcome from Emma Kirk, General Manager of the IPM, who highlighted the strides made in fostering a more connected and robust marketing community. Held at the NOBU Hotel in Portman Square, the ceremony was lively thanks to comedian Tom Allen, while Lord Black of Brentwood, President of the IPM, delivered a keynote speech that added gravitas to the event. Lord Black reflected on the dynamism, emery, and rapidly evolving nature of the marketing landscape, addressing the challenges and opportunities ahead for the industry amidst technological disruption and evolving regulations. His words set the tone for a celebration of campaigns that exemplify the gold standard of promotional marketing in the United Kingdom.

Brand Experience takes centre stage, with N2O claiming Gold for the immersive “Tesco Christmas Grotto,” followed by another Gold in Travel, Leisure, and Tourism for their “P&O Cruises” campaign. In the same category, tpf earned Bronze for their playful “Universal Parks & Resorts x The Grinch” activation, while 83 Agency secured Silver for their cultural narrative in “The Kingdom: Where It All Begins.” Among other experiential winners, TRO was recognised for their nostalgic “Goodwood Revival 2023 for MINI Cooper,” and Blackjack Promotions impressed at the point of purchase with their “World Duty Free & Nestlé Treasure Hunt.” In Brand Partnerships, Cat Among The Pigeons took Gold for “Trek x Decathlon Everybody Active,” while their “Horlicks Find Your Happy Place” campaign also performed strongly. Over in Entertainment and Sport, The Leith Agency captured both Gold and Silver, standing out with culturally relevant and successful product launches for Motherwell FC and The Macallan.

TLC Worldwide earned Gold in Loyalty for their ‘YouTube High Five Program,’ while Mando also took home Gold in Incentive, Prize, and Loyalty for their outstanding Sky Cinema campaign, further raising the bar in loyalty execution. Cloud Nine Incentives were recognised for their Adidas Terrex Intersport 2024 campaign, which set a high standard in loyalty programme execution. While Hashting showcased their excellence in Promotional Marketing Services for their “Beavertown Lazer Crush X Digital Drive to Store” campaign, which demonstrated the power of digital engagement. The Positive Impact category honoured Together Agency with Gold for “Charlie is in Control”, which tackled drug-related violence through behaviour change in collaboration with Leicestershire Police.

One of the afternoon’s most emotional moments came with the presentation of the Bob Suppiah Award, a new award given annually to an IPM member organisation that has demonstrated an exceptional dedication to the industry. The award celebrates organisations that embody the core IPM values of Protect, Promote, and Progress, and that have made a significant impact over the last year through active participation, leadership, and commitment to the IPM’s mission. This year, N2O was recognised for their contributions, making the moment a heartfelt tribute to the legacy of the late Bob Suppiah, whose passion and commitment to uplifting the industry continue to inspire. The award serves as a reminder of Bob’s enduring influence on the IPM community and his unwavering belief in the power of positive engagement and industry progress.

As the evening reached its crescendo, ZEAL Creative was named Agency of the Year for the second consecutive year thanks to standout campaigns across retail marketing, social impact, and brand activation. Their Pringles x PayPoint campaign highlighted innovation in retail by offering rewards through non-traditional channels, while Anchor x UK Community Foundations demonstrated the power of social impact by linking butter sales to community funding. Meanwhile, the prestigious Grand Prix Award, the highest accolade of the night, went to Hopper & Clarion Communications for their Aldi Rose Degrees Billboard campaign. Designed to mark National Rosé Day, this campaign featured the world’s first temperature-sensitive billboard, which dispensed free rosé wine when the temperature reached 19.2°C, the ideal rosé drinking temperature. Congratulations to all our finalists and winners for shaping the future of the industry.

Explore the full list of winners here and relive the defining moments of the IPM Awards 2024.

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McDonald’s Monopoly is one of the most iconic marketing promotions in history. For 35 years and counting, this legendary promotion has had customers nationwide eagerly peeling, collecting, and hoping for their big win. Today, the UK launches the 2024 edition, offering 60 million prizes, from MINI electric cars to all-inclusive holidays. We reveal the five key secrets behind its enduring success, including immediate gratification through instant rewards, customer retention driven by collect-to-win mechanics, and a simple, nostalgic format that has woven McDonald’s Monopoly deep into the fabric of popular culture. So, let’s roll the dice, ‘pass GO,’ and unlock the winning formula behind this fan-favourite promotion!

Why Has McDonald’s Monopoly Become So Iconic?

1. Instant Wins Keep the Momentum

At the heart of this promotion is the thrill of instant gratification. The ability to win a free drink, fries, or dessert immediately keeps customers engaged. Unlike promotions that involve lengthy forms or long wait times, McDonald’s delivers rewards on the spot, perfectly aligning with the fast-food model—It’s fast food meets fast rewards.

 “There is nothing quite like that feeling of winning with the Monopoly Game at Macca’s – the surprise of finding a winning ticket, the anticipation as you wait for your prize to be revealed, and the rush of joy as you finally complete a property set or get an instant win to perk up your day.

Tobi Fukushima, National Marketing Manager for McDonald’s

2. Driving Repeat Visits

Big-ticket prizes such as cars and luxury vacations aren’t won in a single visit. The collect-to-win system requires customers to gather multiple game pieces, encouraging them to return repeatedly. This transforms McDonald’s Monopoly into a sustained event, driving foot traffic and building customer loyalty throughout the six-week campaign.

3. It’s an Event, Not Just a Promotion

For many, the return of McDonald’s Monopoly is more than just a promotion—it’s an annual event. Entire communities engage by trading game pieces, strategising on how to complete sets, and celebrating their wins on social media. Fans eagerly anticipate its return, much like other seasonal phenomena such as Black Friday or an iPhone release.

4. “Peel, Play, Repeat”

The beauty of McDonald’s Monopoly lies in its simplicity. Peeling off a sticker to reveal a prize is engaging, tactile, and addictive. Yet, this straightforward mechanic has been scaled up with billions of game pieces and hundreds of millions of prizes. Even though the chances are small, the dream of winning £100,000 or a new car keeps customers hooked. It taps into the same psychology that drives lotteries, and it works just as well here.

5. FOMO is Real

The limited-time nature of McDonald’s Monopoly leverages the powerful force of Fear of Missing Out (FOMO). Customers know that they have only a short window to collect game pieces and win prizes, which encourages frequent visits. This sense of urgency drives a peak period for sales, as no one wants to miss their chance to win big.

The Secret Sauce to McDonald’s Monopoly Success

Since its launch in 1987, McDonald’s Monopoly has established itself as one of the most engaging promotions in marketing history. Its enduring popularity stems from a winning formula of instant rewards, collect-to-win mechanics, and a simple, nostalgic format that resonates with cultural relevance and popular culture.

The “Peel, Play, Repeat” mechanic offers immediate gratification, allowing customers to win prizes like free food items instantly, which perfectly aligns with McDonald’s fast service model. The immediate rewards—such as free drinks, fries, or desserts—satisfy consumer desires for quick service and quick wins, maintaining their engagement with the brand.

A collect-to-win system adds a layer of strategy, requiring customers to gather multiple pieces to win larger prizes, transforming the promotion into an ongoing event rather than a one-time interaction. This encourages frequent return visits, reinforcing customer loyalty as participants are motivated to keep coming back for another chance to progress toward a bigger prize.

By employing a limited-time availability, the promotion taps into the powerful force of FOMO (Fear of Missing Out), driving repeat visits and boosting sales during its run. With all these elements in play, what do you think is the key to its lasting success? Is it the thrill of instant rewards, the excitement of rare prizes, the FOMO effect, or perhaps the nostalgia of this legendary brand partnership? We’d love to hear your thoughts in the comments!

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In 2011, Coca-Cola faced a challenge many established brands encounter: staying relevant. Young consumers were losing interest, and sales were declining. The solution was simple yet revolutionary: personalisation. By replacing its logo with 150 of the most popular names in Australia, Coca-Cola invited consumers to “Share a Coke” with someone special. This change turned each bottle into a gift, social media post, or conversation starter. Success was immediate, with millions sharing their bottles online and even queuing outside stores to collect the names of friends and family.

“Coca-Cola’s ‘Share a Coke’ campaign shows us the potency of seeing the world through the customer’s eyes, proving that marketing is not just about selling products, but about connecting stories. It embodies what I have always said: Instead of using technology to automate processes, think about using technology to enhance human interaction.”

Steve Jobs

By 2014, the campaign had reached over 80 countries, including major markets like the United States, the United Kingdom, and China. Each country celebrated cultural diversity by incorporating popular local names and phrases. In China, surnames like “Li” and “Wang” decorated the bottles, while in the UK, names like “Jack” and “Olivia” took centre stage. This personalised approach contrasted sharply with the traditional one-size-fits-all marketing strategies that had dominated the industry for decades.

The “Share a Coke” campaign faced challenges. Critics argued it wasn’t inclusive enough, as consumers with unique names often felt left out. Coca-Cola responded by launching an online platform allowing consumers to create personalised bottles with any name. Another innovation came in 2016 with the “selfie bottle“, featuring a built-in camera that captured photos mid-drink, embedding virality into the product to turn each sip into a shareable moment.

Building on this success, Coca-Cola has now announced a new iteration focused on Diet Coke. Until September 2024, UK fans can find personalised cans and bottles featuring over 150 popular names. Recognising that some fans might not find their names on the shelves.

Diet Coke is also offering 4,000 chances to win a personalised can. By purchasing a Diet Coke, scanning a QR code, and downloading the Coca-Cola app, consumers can enter to win. All entrants will also be automatically entered into a weekly prize draw for luxury experiences worth up to £5,000, reinforcing the concept of the “ultimate Diet Coke break.“

“We know how much our fans love a Diet Coke break—taking time for themselves in the midst of their busy lives—so, it made perfect sense for us to make that time even more special. We’re so excited to be bringing personalised cans to our fans this summer and we’d love to hear from them when they spot theirs in-store by tagging @DietCokeGB.”

Louise Maugest, Senior Marketing Director for Diet Coke

The decision to revisit and expand the “Share a Coke” concept has drawn praise from marketing experts. Olivia Mae Hanlon, Founder of Girls in Marketing, highlights the importance of recycling successful ideas while Laura Kinsman, Digital Account Manager at KW Marketing, reflects on the campaign’s enduring success:

“STOP being afraid to repurpose and recycle your old content… The Coca-Cola Company always does this so well. They have recently reinvented their iconic Share a Coke campaign with personalised names, focusing on their Diet Coke brand and leaning into the ‘Diet Coke break’ craze. This is a key example that it’s not about reinventing the wheel in marketing. Review and reflect, then rinse and repeat.”

Olivia Mae Hanlon, Founder of Girls in Marketing

“If it ain’t broke… don’t fix it! The campaigns that stand the test of time are some of the BEST. The campaigns you remember randomly years down the line. Not every piece of marketing WILL be this and that’s normal… and EXPECTED. But when it happens, it’s ICONIC.”

Laura Kinsman, Digital Account Manager at KW Marketing

Coca-Cola’s ‘Share a Coke’ campaign demonstrates the remarkable power of personalisation, turning a simple bottle design into a compelling conversation starter. From its initial success in Australia to the recent Diet Coke campaign, Coca-Cola has broken generational and geographical barriers, one name at a time.

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