Kevin Harrington // marketing // blog

Posts Tagged ‘consumer offer’

Levi Strauss & Co has decided to offer credit to people wanting to buy a pair of its famous blue jeans in India.

“Levi’s is an extremely aspirational life-style brand in India. A large portion of our consumers would love to access Levi’s more frequently than they currently do,” said Shumone Chatterjee, managing director of Levi Strauss India.

This sounds a bit shocking to me:

• Is this the right thing for a fashion brand to do?
• Given the problems debt has given the world in the last year, why would Levi want to land in the middle of this?
• Surely it would make more sense for consumer retail brands to deliver the credit offer? I’m assuming here that the offer is being made direct from Levi outlets.

Read the full news article  on FT.com.

I just sat down for a coffee and a Kit Kat and noticed the promotion “Win your own Perfect Break”. So I thought I’d enter it.

The mechanic was simple: find the code inside the wrapper and enter it on a website to see if you’ve won. Executing the mechanic is not quite as simple:

1. You can barely read the code inside the wrapper.
2. You have to register with your email address before you can see if you have a winning code. This requires a compulsory age field as well.
3. During a single session a captcha code entry was required twice.

The good news: I was a winner. My prize: another four bar Kit Kat.

The bad news:

4. I then had to download and install special software on my PC to get a voucher.
5. There were multiple requests to accept secure and insecure content via the browser.
6. ActivX had to be installed.
7. Then I had to print the voucher out.
8. And then I discovered the voucher is only valid from today, 6 February, to 13 February 2009. Outrageous!

If the Kit Kat team would like to drop me a line I will explain to them how they could make their promotions completely inaccessible rather than just a pain in the derriere.