|Strategy & Execution:
Promotion of the "Pepper The Store" catalog program occurred through the spring and summer of 2000 to regional sales managers.
Managers who returned enrollment forms by the requested deadline were awarded imprinted sport shirts along with catalogs to be used for ordering the program's merchandise and a promotional poster featuring prizes that could be on during the campaign.
As managers ordered merchandising items from the catalog and placed them in their stores, they accumulated points which could be redeemed for prizes through a convenient Interactive Voice Response System.
The excellent communication of the program, the clarity of the rules and guidelines, along with the well-chosen gifts created such a successful promotion that the next round of the program has its own momentum. Stores and bottlers who didn't participate the first time around are already making inquires about the 2001 launch.
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