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Prizeology produces Haribo’s largest ever on-pack promotion

By The Drum Network, Staff Writer

February 17, 2020 | 2 min read

Prizeology client, Haribo, has launched its largest ever on-pack promotion. Celebrating 25 years of Starmix, the promotion gives consumers the opportunity to win a prize once an hour for six months.

Featured on share-size bags of Starmix, Tangfastics and Supermix, the promotion opened on 3 February and closes on 26 July. There are 4,200 prizes available, including Xbox games consoles, activity tickets and board games. However, in a grand prize draw that runs until 31 October, one lucky entrant will also win a 10-night holiday to the ultimate playground Florida.

Prizeology was commissioned by Haribo to handle the prize sourcing, back-end design and build, magic moments algorithm, generation of the unique on-pack codes, prize fulfilment, grand prize draw management and all associated customer services.

Sarah Burns, managing director of prize promotions specialist, Prizeology, said: "Haribo is an iconic brand and Starmix is an iconic product – a product I can confidently say everyone in the office loves – so it was fantastic to be able to create this significant promotion. Haribo wanted a prize promotion that was ‘playful’ and I believe we’ve achieved that."

Starmix, which was launched in 1995 and celebrates its 25th birthday in 2020, is Haribo's best-selling product in the UK and 87 million bags are sold annually. It consists of a mix of five instantly recognisable gummy sweets – fried egg, ring, cola bottle, bear and heart-throb gummy - and was named Britain’s number one favourite sweet in 2019’s Channel 5 TV programme, Britain’s Favourite Sweets.

Prizeology runs prize promotions for brands, business and other agencies, in the UK and abroad. It handles all aspects of prize promotions, including end-to-end strategic solutions, and employs a wide range of promotional mechanisms. It also supports planned activity around brand activations or experiential marketing campaigns.


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