Your dispensed beverage marketing programs could be working harder for you, driving incremental sales, profits, visits, and customer loyalty.

The business opportunity in the dispensed beverage category doesnot begin and end with the decisionto feature a refill mug or discount offer.

Refill ProgramBest Practices

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1. PROGRAM DEVELOPMENT

2. PRODUCTSELECTION

3. PROGRAMEXECUTION

A well-designed and executed beverage refill program has thepotential to increase store sales in excess of 25 percent!

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1

LOYALTYG O A L

The first step is to determine your category objective and core offer. The most successful refill promotions work best when theyhave resources dedicated to them by the category, merchandising and operations teams - creating a truly integrated promotion.

PROGRAMDEVELOPMENT

Get customers to return for same day visits or boostunder performing dayparts with time-sensitive specialsand deals designed around refillable mugs.

Select the right product to attract new consumer demographics. Consider pairing with the launch of a new menu item or beverage flavor to drive Foodservice trial.

When running a Limited Time Offer, use a different product from your everyday mug to keep the programs separate. The deal needs to be attractive enough to entice customers to purchase even if they already have an everyday mug while still meeting your program objectives. Don’t discount disposable cups during

your LTO, as it diminishes the strength of the program.

Mug Shot MonthTake a selfie with your mug in everyday use andsubmit it via Facebook, Twitter or Instagram for yourchance to be the daily ‘Mug Shot Mega-fan’ and winFREE Refills for a year!

Kids PremiumFoodservice

‘Hot Price’ LTOProgram

EverydayProgram

Create contests and special deals around your refill mugs to engageyour current followers. Multiple, time-specific contests will keepMillennials interested and your brand top-of-mind.

A QR Code on your mug is a quick and easyway for customers to become new fans whileon the go.

www.WhirleyDrinkWorks.com 800-825-5575

FREQUENCY

NEW CUSTOMERS

DAY PART GROWTH

ACTIVATE SOCIAL MEDIA

FREEQQUUEENNCYObjective

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Objective

Create contests

Objective

S l t th i ht

NObjective

o drive

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#LoveMyMug

3

2Size, style, colors and graphics are key drivers of the consumer purchase decision.Ask for our Color & Graphic Portfolio to help with art ideas or our Custom Product Brochure to get an overview of our easy 5 Step Custom Product Development process.

Choose on-trend graphics that compliment your brand...

... or create a unique custom product and bring

your brand to life!

PRODUCT SELECTION

Place Shipper Display next toyour category promotion.

One of the most important yet overlooked best practices is execution: in-store, outside,on social media, on your website and via ‘traditional’ media. Display the product neatly at or near the beverage station. Make sure POS features the refill deal prominently.

PROGRAM EXECUTION

www.WhirleyDrinkWorks.com 800-825-5575

Door and window clings get theprogram in front of the customerevery time they visit.

Pump toppers and other outside signage showing the program deal helpdrive fuel customers inside

Pre-sell and push the program on socialmedia regularly to keep customersengaged and the program successful