Glen’s Vodka launches football-inspired on-pack promotion

Glen’s Vodka is rewarding shoppers spending ‘extra time’ with the brand with the launch of its new Scottish Professional Football League (SPFL)-inspired on-pack promotion.

As the Official Spirit of the SPFL, Glen’s Vodka owner, the Loch Lomond Group, has launched its ‘Golden Goal’ campaign to give consumers the chance to play in the big leagues for daily cash prizes. Replicating pitch-side anticipation with immediate wins, the off-trade and on-trade promotion will target Glen’s consumers across the UK, with limited-edition bottles set to be on supermarket shelves until May 2024.

Taking gamification online with a modern spin on the much-loved classic ‘Spot the Ball’ competition, the scan-to-play promotion will give shoppers the chance to put their football skills to the test to win cash prizes from £10 to £1,000 and exclusive merchandise.

Colin Matthews, CEO of Glen’s Vodka owner Loch Lomond Group, said: “Football strikes a chord with both the Glen’s brand and our valued consumers. From joining the lively discussion on social media after the weekend’s results to supporting your local grassroots club, every football fan wants to be part of the action.

“Our ‘Golden Goal’ campaign embraces the widespread appeal of Britain’s best loved sport, while playfully acknowledging the blend of skill and chance involved. The extra layer of online gamification injects an element of excitement, giving the public their own league to compete in this season while allowing us to strengthen our connection with our consumers – and welcome new players into the fold.”

Supported by out of home and digital advertising worth almost half a million pounds, the bold campaign brings the true spirit of Scottish football to life with a light-hearted look at the highlights and gaffes of the game using action shots caught on camera.

Starting the journey in-store with a modified label design and branded POS displays, the off-trade promotion transcends the traditional ‘buy to win’ mechanic with consumers taking the game online – with no purchase necessary – to compete for a place on the real-time leaderboard, in line with its popular SPFL partnership. The promotion will also be supported on-trade with scan-to-play coasters, posters, and tent cards in participating bars, allowing the wider public to take part.

The special label design can be found on Glen’s Original Vodka 70cl and 1-litre bottles, as well as Glen’s Platinum 1-litre bottles, which will be available across all UK stockists, including Tesco, Sainsbury’s, Morrisons and Asda, as well as throughout the convenience sector whilst stocks last.

The ‘Golden Goals’ promotion is the latest in a series of initiatives from the brand which has seen it thrive, with Glen’s adding more value to the UK off-trade in the past 12 months than any other spirits brand. It was also the third highest value growth contributor in the Beers, Wines and Spirits (BWS) category (Nielsen IQ, October 2023).

The promotion will see 115 instant win highlights throughout the promotional period (from 26 February to 6 May 2024) with prizes ranging from £10 to £1,000. Prizes will also be awarded based on skill, with those topping the leaderboard also set to receive an exclusive ‘Glen’s Away Day kit’, including a vintage-style Glen’s football shirt, bucket hat, bumbag and water bottle.