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From new product launch to market leader

Mon 23 Apr 2012

"The team at Threefold has developed a great understanding of our business and our target audience and produce excellent creative work that really delivers results. With strong branding and a great trade marketing campaign, we launched Lucky Dip, our own brand pull tabs, into the UK club market, in 2011. We are delighted to report that within a couple of years Lucky Dip had become the UK market-leading pull tab and continues to go from strength to strength."

Chris Haley, Managing Director, Dransfields

The challenge

As the UK's largest independent supplier of gaming and amusement machines to clubs and the free trade for over 65 years, Dransfields was about to launch its very first own-branded pull-tabs to the UK club market. This popular lottery-based machine dispenses cards and players open the tabs to see if they have won a prize.

What was needed was an exciting brand identity for this new machine. Plus, effective sales promotion offers and full marketing collateral to ensure it had a winning launch.

The solution

We began by designing a vibrant look for the brand which not only had strong links to the Dransfields identity, but also distinguished it from the competition. And so, 'Dransfields Lucky Dip' was born.

We then created eye-catching direct marketing material which targeted existing and prospective customers, literature for the sales team and a trade media advertising campaign.

The results

Thanks to its bright new branding and equally eye-catching marketing, Dransfields Lucky Dip hit the jackpot going from a standing start, pre-launch, to becoming the UK's market-leading club market pull-tabs within two years of launch.

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