Thresher circulates Foster’s voucher

Another Thresher voucher began circulating last week, this time offering a free four-pack of Foster’s Twist.

Unlike the 40% discount vouchers circulated at the end of last year, and early this year, the Foster’s vouchers are barcoded, theoretically limited to one per person.

The promotion was advertised using banners on a number of lifestyle websites last week, directing consumers to the Foster's site. They were then required to register on the site in order to access the barcoded voucher, redeemable at participating Thresher group stores.

The barcoding mechanism did not prove to be an entirely effective control mechanism, with consumers able to redeem multiple vouchers at different stores. The voucher is significantly more controlled than Thresher’s previous 40% discount vouchers, however, which could be reproduced, and applied to all wines in the store.

In addition to this promotion, the Scottish & Newcastle beer brand has embarked on a significant amount of other UK marketing activity recently as part of a £6 million marketing spend for 2007. This has included radio and television advertising, as well as sponsorship of the country’s largest surfing competition, the Ripcurl Boardmasters, in Cornwall earlier this month.

Clinton Cawood, 15/08/07