MetLife, NikeID Custom Shoe
Bridgetobridge took on the challenge from MetLife to come up with the next best promotional gift for their annual leaders’ conference. In 2019, Bridgetobridge recommended offering a NikeID Custom Shoe experience as a unique addition to their program.
Objective
Treasury Wine Estates wanted a display enhancer for its fourth quarter national holiday promotion for its 19 Crimes and Snoop collaboration throughout its off-premises retail chains and liquor stores. The price needed to be under $1 to be complicit with consumer giveaway laws, and the item was to adhere to wine bottles.
Strategy
Bridgetobridge presented a few custom ideas to go over the neck of the bottle, but the Santa hats dressed on the bottle were unique, festive, and eye-catching. What started out as a $5K to $10K order ended up at $100K. The markets saw a huge sales opportunity with such an affordable and easy giveaway that not only enhanced the displays but served as a consumer gift.
Results
The ROI was explosive, and consumers bought the wine off the shelves. The brand expanded this promotion annually with slight tweaks to the design to bring a new version for each holiday season, including the 19 Crimes Martha Santa hat toppers.
