How to catch consumers' attention in supermarkets is an ongoing challenge for confectionery brands. Money conscious behaviour that came about because of the recession is now entrenched for many and as a result some brands are continuing to promote on price for fear of losing sales. 'Buy one, get one free', '50 per cent off, or '25 per cent extra free' all attract the attention of consumers during those few seconds when they are at the supermarket shelf making decisions about what to put into their trolley, but these all cost the brand money and ultimately devalue it. So what can brands do if they want to attract consumers yet maintain their margins and avoid price-led offers? Added value on-pack promotions can achieve that goal and are one way for a brand to differentiate itself from the competition. Few consumers will remember a slight price discount on their chocolates for very long, but they will remember something like a family day out or a weekend break.
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