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Client: Colgate-Palmolive & Jetro
Project: Sweepstakes
Program: Soccer Viewing Party Sweepstakes
Celebrity: Giovanni Savarese
When Colgate-Palmolive wanted to leverage the popularity of the 2006 FIFA World Cup to improve sales in the Hispanic community, TSE created a sweepstakes program that produced outstanding results.
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TSE delivered impact results for Colgate-Palmolive & Jetro and can do the same for you! Call
(877) 621-5243 to speak with a TSE Representative or fill out our contact form for more information.
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Project Overview
- TSE developed a sweepstakes promotion for Colgate-Palmolive and Jetro Cash & Carry that was executed at independently-owned FoodBase and Rainbow markets in the New York tri-state area
- The promotion leveraged the popularity of the 2006 FIFA World Cup by giving Hispanic shoppers the opportunity to attend a viewing party in New York City to watch Italy take on France in the tournament finals
10 grand-prize winners and a guest received invitations to the party which featured a Spanish buffet, an open bar and a personal appearance by Venezuelan soccer great Giovanni Savarese
100 first-prize winners received a mini-soccer ball and 5 second-prize winners got a year's supply of Fabuloso and Suavitel
TSE Involvement in Program Execution
- Handled creation of the artwork for the bilingual promotional materials, prize fulfillment and legalities which featured Spanish translation of all the rules and regulations
- Negotiated the appearance contract with Giovanni Savarese
- A TSE event team was on-site at the viewing party
Results
- Generated a case lift of more than 1,200% resulting in an ROI of 54.2
- This case lift encompassed:
* 16 pallets of Colgate Toothpaste
* 8,000 cases of Palmolive Dish Liquid
* 13,000 cases of Suavitel Fabric Softener
* 4,000 cases of Fabuloso Cleaner
- Created greater awareness for Colgate-Palmolive products in FoodBase and Rainbow markets via POS, in-store flyers and window posters
- Enabled Colgate-Palmolive and Jetro Cash & Carry to entertain owners of FoodBase and Rainbow markets
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