Highlands – Boosting 3-Litre Bottle Sales with a Choice-Based Reward Campaign

ABOUT THE COMPANY

Highlands is a growing name in the beverages category, known for its focus on value, taste, and family-friendly pack sizes. With increasing demand for larger SKUs in urban and semi-urban households, Highlands aimed to strengthen traction for its 3-litre bottle, a pack designed for family consumption and repeat use.

CAMPAIGN OVERVIEW

To make the 3-litre SKU more attractive and accelerate its uptake, Highlands launched a choice-based reward campaign where every purchaser received the option to choose from three different rewards.

The idea was simple:

Buy a 3L Highlands bottle → Verify purchase → Choose your reward.

The flexibility immediately elevated the product experience and matched the varied lifestyles of Highlands’ consumer base.

CHALLENGES

Large-volume FMCG packs often struggle with:

Slower rotation compared to regular SKUs
Price sensitivity in value-driven households
Need for differentiated in-store triggers
Varied consumer preferences that make single-incentive promotions limiting

Highlands needed a promotional idea that was:

• Appealing to families and bulk buyers
• Strong enough to drive faster pick-up
• Flexible and personalizable
• Easy to execute digitally

Reward choice emerged as the best solution.

REWARDPORT SOLUTION

RewardPort built a digital redemption platform exclusively for Highlands’ 3L bottle buyers.

What the solution delivered:

• Three reward choices (e.g., entertainment vouchers, cashback options, lifestyle rewards)
• Instant verification through simple code entry
• Personalized reward experience—every customer selects what they value most
• Seamless backend to manage verification, fulfilment, and reporting
• Scalable execution across targeted retail outlets

Choice-based rewards created a sense of autonomy and added genuine value to the purchase.

WAY OF EXECUTION

RewardPort ensured a simple, frictionless flow:

1. Unique code inside/on the 3L bottle pack
2. Customer visits the digital redemption page
3. Enters code to validate purchase
4. Selects from three reward options
5. Receives the chosen reward instantly or via SMS/email
6. RewardPort handles fulfilment, queries, and reporting end-to-end

This hybrid offline-to-digital model made the campaign effortless for both retailers and consumers.

RESULTS

The campaign delivered strong momentum across targeted markets:

• Strong uplift in 3-litre SKU sales during the campaign
• High reward redemption rates across all three options
• Positive feedback from families who loved having reward flexibility
• Improved brand affinity, driven by personalized value
• Greater repeat purchase likelihood due to enhanced experience

Highlands successfully turned a high-volume SKU into a high-engagement SKU.