iC Group Case Study

American Licorice Company: “Road Trippin’ with Red Vines”

Situation: For almost 90 years, Red Vines licorice (made by the American Licorice Company) has shaped American culture by bringing entertainment and enjoyment to the young and young at heart. To create loyalty and excitement among consumers and the retail channel, the confection company executed a multi-market RV sampling tour and online promotion supported by targeted FSI and PR outreach. The “Red Vines Road Trip” resulted in a 15% lift in sales during the promotion period.

How it worked:

• Millions of token cards were printed with online access codes inside specially marked packages of Red Vines Licorice.
• Consumers visited the Red Vines web site to play the online instant win game.
• Consumers earned additional Second Chance Drawing entries by referring friends to the site.
• Prizes included a Grand Prize “road trip” for 4 to any US city of their choice; secondary prizes included digital cameras and camcorders.

Concept and Creative: Marketing Drive Worldwide – Irvine, CA Online game design, development, execution and hosting: iC Group.

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