While at RPM, a brand activation agency, I worked on a retail brief for Nescafé to support the launch of
a new jar design. The brand needed packaging for an on-pack promotion featuring a £35k top prize and thousands of smaller prizes, with the goal of creating a long-term promotional platform rather than a one-off campaign.

We developed the idea of an “Instant Salary” worth £35k, transforming the prize into a more compelling and emotionally engaging proposition while maintaining the brand’s premium feel. This concept was brought to life across packaging and supporting retail communications to drive participation and in-store engagement.

The campaign was highly successful, creating a platform with lasting appeal. It continues to run today,
with the annual salary prize now increased to £40k - not that it’s keeping up with inflation.