A goal for Sara Lee’s Brylcreem & Crystal Palace Football Club...

Sampling is accepted as key in supporting and building brand, but getting samples into the right hands can prove challenging. And a challenge is our life blood!

Looking at the Brylcreem target audience of males, aged 14-30 years set us thinking. Football seemed the natural link. Distributing samples at the gate or within the grounds posed problems, the solution was to utilise the match programmes.

Our total service encompassed, not only production of the sachets, but arranging and co-ordinating insertion of Brylcreem sachets into Crystal Palace Football Club programmes. They were run for three consecutive matches. The first time ever for a sample on a page ad within a football programme. 20,000 fans were expected at each match. Over 70% bought a programme all of whom recalled the ad. A ‘text book’ brand building exercise.