The six-month 'stamp and win' campaign is aimed at emphasising Sponsor's leadership in the Thai market, a spokeman said. Sponsor claims a 70 per cent share of the three billion baht market, with M-Sport and Gatorade trailing behind with a 25 per cent and five per cent share respectively.
The company expects the 150 million baht spent on advertising and promotional activities this year, culminating in the stamp and win campaign will boost sales by 15 per cent this year, and 20 per cent next year notwithstanding Pepsi's plans to double Gatorade's market share to 10 per cent in 12 months.
Sponsor's 'stamp and win' campaign basically encourages consumers to stamp on their empty Sponsor cans until they are flattened, attach a name and address label on it, and send it in to qualify for a lucky draw. The main prize is a Land Rover Freelander. A 30-second TVC, created by Ogilvy & Mather, opens with a group of people watching a televised aerobics class.
When the lead exerciser steps out for a break, the camera follows him, and films him drinking a can of Sponsor. As he stamps on his empty can, so do the group watching the show.