Prize-in-Package System for Soft Drink Vendors: Cold Drink, T-Shirt or Toy Cars?

Innovative use of vending machines increases as multiple bottlers use "Vend-A-Win" system to distribute prizes in soft drink-like packages. With Vend-A-Win, bottler seeds special prize-packages in vendors. Most consumers who patronize machine get cold drinks; a few, however, get special can- or bottle-like package containing prize. Developed by Stamford Connecticut-based Three Strikes Custom Design, Vend-A-Win provides custom packages and prizes, signage and suggestions for in-field implementation, says president Mark Kaufman.

Packages. Custom prize packages: plastic or cardboard units in shape/size of CSD cans; and 20-oz PET bottles that have been cut open, stuffed with "prize tube" and sealed with plastic wrap. (Photo next page shows T-shirt prize inside modified 7UP bottle.) Kaufman: "All the bottler has to do is seed these things in the machines." Money too. Prize packages also include coins, so consumer who gets prize can then buy soda. "People would get mad if they expected a cold soda and only got a t-shirt," explains Kaufman. Adds, "the locations of the machines can allow bottlers to target a very specific demographic."

Details; views. Bottlers say system helps drive volume and can be used with promotions at places like colleges, sports arenas or schools: 1) top-10 Pepsi bottler: "This past summer we used (system) to give away T-shirts. Next year we're hoping to give away tickets to events in Pepsi arenas or on campuses where we have exclusive vending and signage deals." 2) other Pepsi bottler used GTE phone cards in Vend-A-Win packages in conjunction with Final Four college basketball playoffs; says: "It worked great and we'll do it again." 3) other bottler: "We use (Vend-A-Win) less to drive overall volume than to build loyalty and fulfill (promotional) commitments." 4) Pepsi bottler: "It's a wonderful way to draw people to my machines who might not otherwise notice them." Pepsi executive: "It's a great way to drive vending purchase frequency, and an even better way to make promotional connections with customers across other channels."

Specifics. Prize packages "have been tested to work in all vendors ... They rarely if ever jam or fail to fall," says Kaufman. Says Pepsi/Coke/ 3rd-tier bottlers have used Vend-A-Win. Southeastern Dr Pepper bottlers gave away die-cast racing car models inside can-sized packages in racing tie-in. 7UP bottlers gave away "thousands" of "Up Yours" t-shirts during past summer, says Kaufman, adding: "Basically anything we can fit in this prize tube can be given away." Envisions mini-CD music disks, disposable cameras or cash-cards as future prizes. Prize packages produced at Rahway, New Jersey factory. T-shirt prizes cost $5.50 each plus included coins. Kaufman says prizes can be produced with very little lead-time, allowing tie-ins with victorious college or local sports teams or other time-critical marketing opportunities. Kaufman: "The speed and implementation is insane for marketers used to 12-month lead-times."