Many years ago, Tesco Polska did a study on the impact of placing a standard product (Tesco brand soap) at a standard price in the promotional area. It turned out that sales increased because customers often work on the so-called auto-pilot, or patterns fixed at the subconscious level "products in this place, are always at promotional prices".

In this case, the selection of products / partners / brands is very interesting.

Most commonly selected products are those which are co-used or directed to the same target group. Here, most likely, similar positioning of the "premium" brands was taken into account as well as a similar graphic design, with the dominant black color (also "premium"). This combination looks very interesting and will definitely be noticed by customers, moreover both brands can benefit from it. In addition, these types of promotions are preferred by buyers because they receive the prize right away.