The pack expects people to scan a QR code to enter. No printed URL, no postal option. Just a code and the assumption everyone has the time and the inclination. That’s a fail. For the record, the URL is https://cricket.everyonein.co.uk – the first clue that this promo has anything to do with cricket.

Once you’re in, the data capture is needlessly heavy. No auto-fill.

The main prize is at least stated clearly. But it’s cash. It adds nothing. It doesn’t build the brand and doesn’t connect to the product.

And because of that, there’s no real purchase justification either. The cricket-related prizes, arguably more interesting, are buried in the fine print.

Redemption wasn’t painful. Entry worked, and I didn’t have to jump through hoops. So technically a pass, but only just.

The end date of 17 August 2025 is fine. Not too short, not too far off.

Brand fit, though, is another story. There isn’t one. The promo feels like it was slapped on by another department. The product and the mechanic may as well live in different universes. The product has a brand personality of Successful with brand values of Contentment and Freedom.

Design-wise, the pack looks great. The promotion area is clean, visible, and stands out on shelf. Full marks to whoever handled the layout.

Shame about the legal text though. It’s crammed into black, tiny copy on a dark green background. I had to use my phone torch to read it.

Strong visuals, weak thinking. Another example of a decent layout carrying a fundamentally flawed idea.

Rating: 2 out of 5
⭐⭐★★★