You are currently browsing the matt klawitter digital communications marketing archives for October, 2008.

Unboxing: Kashi Free Cookie

October 10th, 2008

A few weeks ago, I went to the Kashi website and requested a free cookie. It came in a very cleverly written, simple shipping box that contained my free treat. Kashi is a brand, owned by Kellogg, that is building trust with me. Slowly but surely, I am purchasing and eating more and more of this brand. For many reasons, this brand is cultivating loyalty with me (and, I am obviously aware of it), and experiences like a “free cookie” sent to me at work helps in that regard. In the spirit of unboxing, I took some quick photos with my iPhone of the free cookie that I received.

Image 1: The free cookie box (took some hits in the mail, but not too bad):

Image 2: Opened box, wrapped cookie:

Image 3: Kashi free cookie unwrapped:

This tactic of offering free cookies is clever. It’s nothing new in terms of ideas — just visit many grocery stores and sample the free food. If you like the taste, you’re likely (or more likely than not) to purchase the product. Usually, it is the first time you have tried the food.

I’ve recently been purchasing Kashi’s various products — pizza, meals, breakfast, etc…but, I never thought to try a snack product until this promotion. Regardless of the result, I am impressed with the care and effort that has gone into this campaign. It is a very integrated approach across web, TV, and print media. The final experience is fun, personal, and engaging. Who thought a free cookie could be something to look forward to in your inbox. When I saw this little green box in my mail slot at work, Kashi and I made a connection. We’ll see if it translates to me buying cookies from them, but it has already strengthened a connection I previously had with them, as I consume other Kashi products.

It makes me wonder and imagine how this tactic could be used in other industries. What “free cookie” experience would work in higher education, for instance? Something to think about.

Now, I need to look for a “free glass of milk” promotion to wash this down.

Posted in Tactics | Permalink

Other Recent Posts:

 

Powered by Wordpress - Entries (RSS)