The Challenge
To increase the frequency of purchase amongst target consumers (ages 18-24) and reinforce the brand as exciting, fun and dynamic.

The Solution
An on-pack ‘Breezer Celebrity Lifestyle’ SMS campaign with an innovative mechanic and great prizes was devised to instantly reinforce the dynamic spirit of the brand. The campaign launched September 2002 and will run until June 2004, involving 80 million units. Consumers were offered chances to win four £10,000 spending sprees in Las Vegas and 24 hours living the ‘celebrity life’ in London by texting in a unique code found on the back label of each bottle for an instant win/lose confirmation.

The Impact
The campaign generated a huge response during its first month and produced a significant database of consumer contact points. Aerodeon are now handling Celebrity Txt2 Win II as a result of the ongoing success of Celebrity Txt2Win.