Levi Roots launches £20m interactive game campaign

By Angela Haggerty, Reporter

May 20, 2013 | 2 min read

Levi Roots has launched a £20m 'play and win £10 notes' campaign, combining a nationwide on-pack promotion and an interactive online game to give customers the chance to win £10.

Game: Customer can win £10 by playing online

The campaign, created by Toucan, invites users to visit the Levi Roots website and enter a unique code, which is hidden on the reverse of every promotional pack label, allowing them to play a musical Reggae Reggae game.

In the game an on-screen glass begins to fill with the brand's Caribbean Crush drink, while nine musical notes float on-screen, requiring users to correctly identify three winning notes to claim a £10 prize, which is then delivered directly to their home.

Marketing manager at Live Roots, Emma Hunt, commented: "Everyone who enters can win a cash prize and, as the promotion will run across a number of products, we hope this will encourage consumers to try other products in the Levi Roots range.

"This is the first major promotion for the soft drinks brand since it was launched so we wanted to make a real impact to support the trade and, with a £20m prize pot, it will drive a lot of trial during the crucial summer trading period."

The 12-week campaign will be accompanied by a nationwide sampling tour and a Levi Roots camper van visiting 57 multiple grocery outlets. Cash and Carry depot displays and in-store merchandising is also planned.

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