DAILY EXPRESS Friday July 20 198 ..

The Ty-phoolose theirpot of gold

***THAT:S THE :NON.- srl)p ;Ex~~~jSll

tycoons~':EXPRESS EXCL;USIVE

By GRAEME BOWD.

HUNDREDS of would-be winners of aTy-phoo tea contest are to be toldthat they will not get their cashprizes.

Cadbury Typhoo, who staged theCash Pot competition to boost sales, isunable to pay au t because of a row with

its insurers.But the row will mean

some .. winners" will them­selves Jose thousands ofpounds.The Daily Express revealed

last month that the contesthad become a disaster forthe companv arter someentrants clubbed together todevise a system whichguarantees a £20 win onalmost everv box ot tea bagsbought.

SkillSyndjca~es operatinv In

London. Scotland and Mersev­stde ha ve scoured super­markets buvtnz UP tea baasby the ton. One' Londongroup stood to make £100.000.Cad bur y Typhoo was

advised to reject some claimson the grounds that syndi­cate contestants had brokenthe rules by not using their,. skill and illdgl'e'nt" to findthe six .hldden tea cups on A.scratch card. The ftrm wan ledto pay, but its insurers saidNo.Among triose refused pay­

ment are employees or abuilding firm at Auchterarder,Tayside.

EGG HUNTDIGS UPHISTORYTKEAS U RE hun t e r Sc a use d "incalculable ,.damage to importanthistorical sites in theirrush to dig 1111 a "goldenegg" in a competition.The con t est was

scrapped by chocolateegg makers Oadbury­Schweppes afler com­plaints fro m Environ­ment Secretary PatrickJenkin. But in its annualreport, the An c i e 11 tMonuments Board saysthe ca ncetlatiou came toolate to prevent damageto 1V sites, mostly pre­historic stone circles inCornwall.

Director Mr Alan Kingspent more than £10,000 buy:Ing tea. "I had to scratch ofthundreds of cards to get thesolutions," he said.

0< No one contestant cansend in more than 25 winningentries giving a maxJmumreturn of £500. But I gavewinning cards to my staff onthe understanding that wewould share their winnings... Now the company has

said this contravenes the rulesso lhere will be no prizes.

their ruling is

Stuart Bulger .Outs tandtng

Sweeny herojammed hisfinger inrobber's gunFLYING Squad dctectiveswho foiled a 6.:25,000 a.rmedrobbery were praised fortheir ... "0 u t s t a Jl d j n t:bra very" by an Old Baile,.judge yesterday.It will just like an enisode

of TV's Tbe Sweeney as threedangerous men pulled 00' ~security van ra id I'Il1'ht undeethc noses of wat.chln !;1H1lire.And when Ibe getaway rar

was r a III III e e1 after therobbery, in Kilburll. NorthLondon, the g-ang whent fortheir gUllS.Detective Scrgea n! Stuart

Bulger, 37, bravely tea-u intot he bark seal. aile! stue'le hisfin cer Into a plslol to l)l'CVent~i1l2' sbot.

able toworkout which coveringsto scratch ofT to win.A spokesman forCadbury said

that the company is paying out£50 to claimants as a gesture ofgood faith, but insurers haveapplied to the high court clai­ming that multiple paymentsshould not be made.Cadbury's senior product ma­

nager AndyNash was unwillingto comment on whomade up thesyndicates or where they camefrom, but he did say that therewas one instance where thecompany would not be payingout."The individual has beenwrit­

ten to and there is nochance thathe will be paid," he says.It is likely that the "indivi­

dual" concernedwas responsiblefor sending mailshots to morethan 10,000people asking themto send their unscratched cardswith the assurance of a cashreturn.This is the first promotional

the International as well as thenational market," he says."A name like the new one is

more successful with consumersin non-English speaking coun­tries."Gallaher, which launched SC

Clothing to market its Silk CutClothes range in January, origi­nally tested the market forbrand-labelled clothes with thelaunch of the Silk Cut HolidaySelection range last year(Marketing Week, July 8, 1983).At the time the company said

that if the range didwell it wouldgointo retail this year. However,although the range still exists, ithas become a purely promotionalrange, available only at eventssponsored by Silk Cut.The RifTRafTcollection,which

enters the shops next year, willbe an extended collection, inclu­ding casual co-ordinates, aimedat both men and women in thetwenties to forties age bracket.Previously, the collectioncontai­ned mainly knitwear.• JR Phillips is making itsRicard spirit collection of bran­ded promotional items availablefor sale through mail order in theUK. The range includes glasses,a golf umbrella, mirror andwindsurfing sail. 0

Typhoocounts lossesfrom tea bag promotionCadbury Typhoo stands to losea"substantial sum" after syndi­cates cracked its Typhootea bagspromotional game, Cash Pot,launched in February.A total payout of less than

£100,000 was originally predic­ted for the promotion, but tradesources say that the figure islikely to be "substantially morethan £100,000 although not ashigh as £lm".The game, devised by Marke­

ting Triangle, was difTerent tomost other scratch card games inthat every card was a potentialwinner if the entrant had suffi­cient skill to uncover the correctpermutation.It is thought that there was a

breach of security somewhere,and syndicates were organisedto buy up thousands of boxes oftea bags.Sources say that the syndi­

cates made libraries, stickingthe scratch cards to the walls,and by comparing them were

Cash Pot: Brewed troublegame that Cadbury has run forTyphoo tea bags and Nash sayshe will have to wait to see theresults before making any judg­ment on the possibility ofanother.The company says that stocks

of the tea were sold out withinthree months of the promotion'slaunch - a normal time for suchpromotions.Other sources say, however,

that the promotional stock wentin and out of the trade veryquickly. 0

6 MARKETING WEEK JULY271984

Volume 8, No. 12

WEEKMay 17, 1985

Cadbury pays upin Typhoo gameBy Nicola ChapmanCadbury Typhoo has startedpaying out in full to all theclaimants whoparticipated in itsTy-Phoo tea bags Cash Pot pro­motional game, despite the factthat syndicates managed tocrack the competitionwhich ranfrom January to December lastyear.Originally it was predicted

that such a payout wouldcostthecompanyabout£1m,but it is nowthought that the final figure willbe much more.The decision to make pay­

ments comes in the middle of alegal battle between CadburyTyphoo and its insurers over

payments to participants in thegame.A spokesman for the company

says its insurers have issued ahigh court writ against CadburyTyphoo seeking a declarationthat some claims made by CashPot competitors are outside therules of the competition. TheHigh Court hearing, however,has yet to take place and nodatehas been fixed for it.The spokesman says the pro­

motional game, which was thefirst to be run on Cadbury'sTy-Phoo tea bags, increasedits market share to its highestlevel since its relaunch in 1982."It accounted for seven per

Cadbury: Paying in full

cent of the market during thepromotion," he says.The game, which was devised

by Marketing Triangle, gaveevery cardholder the opportu­nity of winning if a correct per­mutation was uncovered-unlikemost other scratch card promo­tions (Marketing Week, July 27,1984).It is believed that a breach of

security led to the organisationof syndicates to buy up thou­sands ofboxesoftea bags. 0

Showerings tests new perry drinkThis is the secondnewproduct

launch in 12 months for Showe­rings: last October it joined thesparkling apple juice bonanzawith its Zapple brand (Market­ing Week, October 26, 1984). Ithas mainly been supportedthrough sales promotionsratherthan above-the-lineadvertising.The Calviere launch appears

to be an attempt by Showeringsto capitalise on the growinginterest in lighter, so-called so­phisticated drinks, particularlyamong young females.Babycham, a veteran in the

market, has suffered from theappearance of rivals such asTopaz, Kontiki, St Leger andBezique, targeted at young wo­men drinkers. 0

By Hilary RobinsonShowerings is launching a newperry-based alcoholic drink cal­led Calviere into test in Angliaand TVS television regions.Although the company is re-

Babycham: Ca/viere's sister

leasing no details of the launchyet, it lookslike Calvierewill bethe sort ofdrink the big sisters ofdrinkers of Showerings, otherperry product, Babycham, willchoose to sip at the pub.The product comes in 25c1

glass bottles, and will initiallybe sold only through on-tradepremises, although off-licencesmay stock it later.Currently being sold into the

trade, Calviere will goon sale inJuly and it is understood anadvertising campaign will berun in both test regions later inthe year. Collett DickensonPearce, appointed to handleSho­werings new product' develop­ment in 1983,looks favourite tohandle the campaign.

Outdooradsand radioin link·upBy John KoskiIndependent Radio Sales andPosterlink Selection are under­stood to bejoining forcesto offera joint radio and poster packagefor advertisers.The scheme, thought to be

called OffTake, is aimed specifi­cally at drinks companies whichwant to advertise in the pre-

Christmas period, when compe­tition for television time is at itspeak.The packagewill be available

in two regions - Anglia andSouthern - covering the tenradio stations whose nationaladvertising sales are handledbyIRS.Radio campaigns will run in

conjunction with ads on four­sheet posters sited near off­licences and multiple grocers. Itis likely that the deal will berestricted to a limited number ofadvertisers and there will beexclusivity in particular drinkscategories.The cost of a six-week cam­

paign is each of the areas will be

about £30,000. If the schemeis asuccess, it could no doubt beextended to coverother products.Off Take will be the second

attempt to link radio and postersin ajoint package. Last autumn,it was revealed that London'sCapital Radio was in talks withan outdoor company about put­ting together a deal called Siteand Sound (Marketing Week,No­vember 23, 1984).A number ofadvertisers appa­

rently expressed interest in thepackage, but nothing more hasbeen heard of it since. Industrysources say its launch has beenheld up by a shortage ofsuitableposter sites, although it may getoffthe ground this autumn. 0

Tic Tac setto moveback on TVBy Martin HedgesTic Tac mints is set to becomeamajor television-advertisedbrand again as Ferrero weighsup a multi-million pound re­launch next year, possibly as alow-calorie product,Ferrero, Europe's fourth lar­

gest confectioner, built thebrand in the Seventies withadvertising fromBoase MassimiPollitt. i}t one time it spentnearly as much as RowntreeMackintosh's Polo.Ferrero is conducting a major

review of the brand with theviewto a major relaunch. Amongthe platforms being consideredfor the Tic Tac range is one thathas shown some success in theUS. There the mint is sold as asweet for the diet-conscious,em­phasising that each mintcontains just two calories.Now it is believed to be sear­

ching for new agencies. Alreadythe Turin head office of theconfectionerhas seen a numberofLondonagencies for its KinderSurprise range, which was for­merly handled internationallyby Lansdown Euro.LansdownEuro continues as a

Ferrero agency, however, beco­ming the international agencyfor praline chocolate under theFerrero Rocher brand. Agencyaccount director Michael Kellysays: "I suppose you could saywe've gained on the swings butlost on the roundabouts".Tic Tac's phenomenal success

began in Britain more than adecade ago. Its unique packa­ging. merchandising and lateradvertising were the "orderopener" for Food Brokers, whosold and distributed the range.Eventually its novelty and im­

pact wore off. Finally Ferreroabandoned advertising supportand let the brand subside toabout a quarter of peak sales. 0

MARKETINGWEEKMAY 171985 3