Becky Vaughan writes … Money Back Guarantees, or MBGs as they are known in agency circles, date back to the early days of sales promotion and, along with their Try Me Free and Cash Back cousins, seem as popular today as they have ever been.
As a promotional technique they have always worked extremely hard to reassure new consumers about a brand’s credibility and a quick tour round your nearest store will seem them currently embraced from the confectionery aisle to the hair care section.
We have, I am glad to say, seen a vast improvement in the way such promotions are communicated as brands look to take individual ownership of the MBG mechanic to reflect their own identity, positioning or above the line message.
Some of my favourites, past and present, can be seen in the montage above and really do show the flexibility of this established approach to gaining new trialists.
If you are considering running a MBG promotion or would like to see some more case studies of our own success in this area, why not get in touch? +44 (0) 20 7350 5360 I guarantee you will not be disappointed!