Remember how fun it was as a kid to dig into a box of Cracker Jacks® caramel popcorn and get that treasured prize inside the box? Well history repeats itself with Alo’s Free Music in Every Bottle campaign.
Alo, makers of an aloe vera health drink, have a marketing tagline — Goodness From Inside Out ™. I like their juice drinks and occasionally pay the premium price of $2.50 a bottle to treat my taste buds to something “pure” for a change.
Now Alo has developed a multi-channel marketing campaign to enhance the user experience by adding a QR Code® on each bottle that allows you to download an MP3 compatible song that they deem as music made for the flavor.
After downloading the song off my bottle, I received this email from the company:
Goodness has arrived. Download your ALOtone track to your desktop and drag it into your iTunes. You can also take it on-the-go by syncing your iTunes with your iPhone. We think music is best enjoyed with friends, so share it with everyone and press play.
Free Music in Every Bottle
Surprisingly, I believe the company has nailed this one. When I purchased a bottle of Alo Enrich, the pomegranate and cranberry flavored Alo, I was compelled to download the free music “for my mind.” The iTunes compatible song, Optimistic Bloom, was a new age bubbly rendition that really did remind me of drinking the Alo juice that contains small, round alovera pulp that bursts on your tongue when your drink the beverage.
Alo is milking its campaign for all its worth with a PR and media blitz and goes the extra mile by including marketing copy on its bottles that promote the campaign and drink-specific song.
The ALOtones are marketed as “taking you to another place combined with an enhancing mix of pomegranate, cranberry and aloe vera. Together, they’re crafted to promote positive thinking and take on free radicals with a fresh boost of musical Optimism.”
The company describes its new multi-channel marketing combination of QR Codes, packaging and song as the “Free Music in Every Bottle” campaign. I call it pure brilliance and one of the first QR Code campaigns that makes sense, rewards the consumer with a true treat of value, and in addition to keeping them purchasing the premium drink, they probably will chat it up among their friends, fellow yogis, runners, or health nuts in their circles.
Congrats to Alo for its innovative marketing and award for the Best Functional Drink Consumer Campaign at the Beverage Innovation Functional Drinks Awards last year.
QR Code is a registered trademark of Denso Wave.
Cracker Jacks® is a registered trademark of Frito-Lay