Benefit lipsticks up for grabs with Flake

19 February, 2010

Cadbury Flake has teamed up with cosmetics brand Benefit to give away 1 million lipsticks in an on-pack giveaway that will run until the end of October.

Flake’s yellow packaging will feature red lipstick kisses all over it during the promotion, which will run on single bars and five and nine?-bar multi?packs.

There are six different shades of Benefit’s best?selling lipsticks and two different Benefit lip glosses to be won. Consumers can find out if they’re a winner by texting or entering online a code printed on the inside wrapper of promotional packs.

Lipstick-shaped POS material will be available for retailers, and press ads and digital activity will back the campaign.

Kate Harding, trade communications manager for Cadbury, said: “Femininity, sensuality and luscious lips have always been at the heart of Flake’s brand equity, therefore an on-pack promotion with the chance to win one of 1 million gorgeous Benefit lipsticks will be a compelling offer for our female consumers.”

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