The promotion, which coincides with the Hungarian launch of Bomba! in 25cl slim cans was introduced in January 2006 and will run until June. So far, the promotion has been a huge success with year on year sales of the brand already boosted by almost 40%.

The promotion works by printing an individual code underneath every ring-pull. Customers then either call the Bomba! Hotline or register their code on the website. The winner stands to drive away in a brand new Lotus.

Starzinger is an important European beverage maker with a portfolio of over 10 products. Bomba! is primarily sold in Hungary, however the promotion is proving to be so popular that consumers from neighbouring countries are crossing the border, specifically to stock up on the brand. Commenting on the promotions success, Markus Starzinger, MD of Starzinger Hungary, said: “The UTT promotion has proven to be a great success for Bomba! Rexam’s advice and professionalism has been invaluable throughout this campaign and we are already working with them on our next promotional idea.”

UTT promotions are proving to be increasingly popular with brand owners due to the ease at which they can be applied to major campaigns. Ann Bonner, New Product Development Manager at Rexam’s European beverage can sector commented: “The UTT promotional technique has proven time and time again that it is a perfect vehicle for driving successful campaigns. Our clients find UTT a cost-effective yet highly successful way to promote their brands. It allows brands to print up to 9 digits, which makes it perfect for larger promotions. It is also a highly secure promotional mechanism with consumers unable to view the print until they open the can. This makes it very effective for high value wins such as the Lotus car used in the Starzinger promotion.”