iC Group - In The News

IC Group Promotion Experts Deliver Awarding-Winning Jelly Belly Promo across the Globe

April, 2005 – Chicago, IL

IC Group’s promotion risk management and sweepstakes administration expertise was recently relied on by Launch Creative Marketing (www.launchcreative.com) to deliver the multi-market international “Jelly Belly Flavor Adventure” promo which brought home a Bronze Reggie Award in the International/Global Promotion category.

The promotion – the first-ever multi-market international effort for Jelly Belly -- aimed to increase sales, awareness and buy-in from brokers, sales forces, and retailers. The promotion resulted in sales increases ranging from 19% to 25% throughout Canada, Germany, Japan and the UK. The Jelly Belly client also touted increases in accounts, number of stores and website hits.

“Launch Creative hit the mark with their promotion strategy which was designed to excite the retail community,” says Pennee Milazzo, IC Group VP of Promotion Risk Management Services. “The promotion plan included a consumer level sweepstakes as well as a trade level sweepstakes that, when combined with attractive eye-catching promotional dispenser and shipper displays, garnered impressive results. We were happy to be a part of the promotion and to be able to offer the international promotion expertise needed to make it happen,” says Milazzo.

Kevin Keating, President of Launch Creative Marketing adds, “While this program presented a few challenges for us, the biggest was executing an international promotion, which Jelly Belly had never done before. We had to deal with different promotion laws, retailers, sales forces, cultural issues and languages across the different markets. IC Group was instrumental in helping us deliver, handling contest registration, rules, prize fulfillment, translation and sweeps administration across all four markets,” says Keating.

The “Jelly Belly Flavor Adventure" sweepstakes offered consumers the chance to win trips to California, including a visit to the Jelly Belly factory outside of San Francisco (a tourist attraction visited by thousands of people each month). Sweeps shippers and counter cards were created for all markets -- consumers entered via tear-pad entry forms. To help build the brand, the promotion was centered on one of Jelly Belly’s key attributes – flavor. Consumers were requested to indicate their favorite flavor on the entry, reinforcing the flavor aspect and providing valuable information to Jelly Belly corporate.

The promotion was communicated in store and online via the Jelly Belly website. A trade promotion overlay offered an additional trip to each local Jelly Belly sales organization to award to a sales person or retailer.

Launch Creative Marketing was presented with The Reggie Award at the Promotion Marketing Association Annual Conference evening gala on March 2 in Chicago. The Promotion Marketing Association “Reggies” awards identify and honor the best promotional programs of the year.

Success of the “Jelly Belly Flavor Adventure” promotion has led to Jelly Belly moving ahead to execute a flavor-related promotion in the US in 2005.