Milka hands out chocolate bars in online voucher push

LONDON - Kraft chocolate brand Milka is giving away a free 100g chocolate via an online voucher as it seeks to drive consumer trial in the run-up to Christmas.

The brand has teamed up with online coupon specialist Couponstar to provide printable vouchers via the Milka site. The vouchers are redeemable via the major grocers.

To get them consumers need to embark on a virtual journey through the Swiss Hills to find the Milka cow. To print the voucher consumers need to download Couponstar software.

Coupon and voucher misredemption is still a big problem for retailers despite the decision of Tesco to tighten its rules.

However according to Couponstar one of the benefits of handing out free samples – as opposed to money-off deals – is customers are less likely to misredeem. This is the case even though a money-off coupon and a free product voucher are technically the same thing.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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