Win a £1,000 shopping spree with Müller Light

Müller Light has an on-pack promotion to win a £1,000 shopping spree every day. I think this is a perfect fit with the target market and the time of year. Fat free yogurt is appealing to women starting a post-Christmas diet, and a £1,000 shopping spree could be just the incentive they need to counter the post-Christmas bank balance. The entry code is the batch code on the lid, and you enter at mullerlightspree.co.uk. The problem with using batch codes as entry codes is that they can be very confusing for the consumer. I was told “Your code is invalid” if I entered the code without spaces, with space, without the colon in the time, with the colon in the time. I checked online and realised that I had to enter the date as well. This worked and I moved on to the data collection screen.

Müller are collecting consumers’ title, name, full address and telephone number as mandatory fields. Even though the postcode isn’t marked as compulsory, it actually is, which is a pretty simple QA issue. After entering the code, you are invited to supply more information about yourself.

Considering the same person is likely to enter multiple codes over the course of the promotion, it would have been better to add a log-in facility. This would have helped create a cleaner database and would have made it easier for the consumer to enter codes as they wouldn’t have to enter all their personal details again.

The rest of the site is very product-focused and there’s no real reason for the consumer to engage further with the brand. An invitation to continue the conversation on Facebook might have been a good sign-off.

The TV commercial by TBWA London features a beautiful version of Nina Simone’s sublime “Ain’t Got No – I Got Life”. It was re-recorded especially for the advert by Piney Gir, under the musical direction of Andrew Stafford.