Discount coupons are an effective but not particularly exciting way to drive a short term sales uplift. James Ready Beer has taken a tangential approach that reinvigorates the humble coupon. First of all, the brand isn’t giving people a price discount on its own products. Rather it is partnering with local retailers to promote discounts on other necessary goods and services (such as food, dry cleaning and grooming), which will then leave savings for people to purchase more beer.
The brand partnered with businesses that could offer savings on necessities like food, dry cleaning and grooming. Secondly, the beer brand is placing the coupons not on tatty pieces of paper but on billboards. Passers by need to take a picture of the billboard on their mobile phone camera and take it into the retailer to redeem the discount – such as 15% off couples hair removal (I am assuming this is not something to do on a first date). The partner brand gets exposure on the billboard in return for offering a discount, James Ready Beer gets advocacy for being the provider of such deals and the consumer gets an unexpected discount and more money for beer. Win, win win.
It’s an approach that reminds me of the telecoms brand Tele2 in Norway, which bought all of the ad space in a national newspaper and gave it to businesses who couldn’t normally afford to buy a page of advertising on the condition that they offered consumers some kind of deal or discount. The aim of the campaign was to reinforce Tele2’s reputation as the ‘king of bargains’.