"300ml free" doesn’t impress much in the case of beer, unless we are dealing with a bottle of a regular size of 2 liters.
A promotional beer of 2.3 liters, which in addition is sold in a PET bottle, is certainly an offer for the economy Customer and for the heavy user.
The "extra free" promotion in itself is a very popular mechanism among producers. The reason is very simple:
- adding a portion of the product is the cheapest form of promotion. The producer bears the raw material cost, and the shopper converts the value according to the shelf prices, i.e. much higher;
- the promotion mechanism is easy to communicate to the Customer;
- the larger package immediately stands out on the shelf and draws the attention of the shopper.
- the whole promo budget is allocated to the shopper, without the possibility of being absorbed by the Retailers.
