Situation

Evian is the world’s premiere bottled water, owned by France’s Groupe Danone and sold in the United States by the Coca-Cola Company. Aiming to increase sales into Walgreens stores– its largest U.S. customer– Evian came to All Star to help the brand reach its goal of double-digit sales growth with this critical retailer.

Solution

All Star’s solution included a points earning and redemption system, a web site that acted as an information and redemption center for the program, and a catalog of more than 500 high-quality rewards. The program was launched in May 2005, and was designed to help Evian increase sales into Walgreens stores, gain new distribution into previously inactive stores, increase product shelf space, reinforce existing sales and marketing campaigns, engage and reward their sales channel.

Account Managers earned one point, or Evian Buck, for every incremental case of water sold to their Walgreens stores, and District Managers earned one for every four incremental cases sold. At the end of the promotion, Evian Bucks were distributed as custom-printed vouchers that included award codes and redemption instructions, giving tangible credibility to the program. Throughout the program, participants could visit the program’s customized landing page and web site– created and hosted by All Star using our proprietary platform– to check weekly sales standings and browse the award offerings. The site also allowed participants to redeem their Evian Bucks for merchandise from industry-leading brand names such as Bose®, Nikon, Callaway, Weber® and Sony®. Redemptions could be made for rewards worth 10, 20, 50, 100, 150, 250, 350, 500, 750 or 1000 Evian Bucks, and participants were allowed to bank their Bucks for rewards of greater value.

Results

Initially slated to run from May 1 through July 31, 2005, the Evian Bucks promotion met with such great success that it was implemented again for September, October and November. Overall results of the program saw increases of 12% to 26% in four of the five participating regions that year.