Connacht Gold Butter’s ‘Win Real Gold’ campaign ran for four months from August to November, offering consumers the tantalising prospect of winning real gold. Our brief was to make this campaign as visible as possible on pack and through POS and advertising. The on-pack promotion is the primary communication and its design drove supporting marketing activities. The highest possible impact was achieved by minimising the branding on the lid and using a solid red background to grab attention. The terrific IML print quality helps this promotion really stand out.