Hindustan Lever Limited hopes to cross the Rs 100-crore turnover for its Brooke Bond Green Label Deluxe Coffee brand with its ‘Gold Loot in One Minute’ campaign lasting nearly three months. The campaign in the southern states of Karnataka and Andhra Pradesh hopes to leverage the craze for gold among people in this part of the country for brand promotion.
The highlights of the campaign launched during the Puja season include six bumper prizes of ‘one minute gold loot’ for the lucky winner besides many 10 gm gold chains and one lakh discount coupons for the next purchase of Green Label Deluxe. The offer will be valid till January 31, 2002.
The company hopes to increase the sale of Green Label Deluxe by 10 per cent. The total turnover from the coffee segment including Bru instant and Green Label filter coffee was Rs 300 crore last year.
The company is also promoting a mock loot opportunity during the course of the campaign. For this fake jewellery stores will be recreated in the vans and three housewives will be allowed to ‘loot the jewellery’ in one minute. The winners will be given gift hampers of HLL products. Green Label Deluxe held a similar consumer promotion in Kerala during the Onam festival with two first prizes of one kg gold.