For customers
FMCG On-Pack Promo
Turn every unit sold into a potential reward moment.
A unique code printed directly on packaging — under a scratch panel, on a label, or as part of the design — that customers redeem via USSD or WhatsApp straight from the shelf or after purchase.
Who this is for
FMCG and consumer goods brands running a promotion tied to purchase — a new product launch, a seasonal push, or an always-on loyalty mechanic printed on packaging.
How it works
A code goes on the pack
Printed under a scratch panel, on the inside of a label, or as part of the packaging design — a unique code per unit or a shared promotional code, depending on the mechanic.
The customer claims it from the pack
Dial a USSD short code or message a WhatsApp number with the code — no app, no account, redeemable the moment they have the product in hand.
They choose from a real catalogue
Airtime, fashion, electronics, dining — localised to their country, not a single fixed reward attached to the promo.
Redemption channels that fit this campaign
On-pack promotions are one of the oldest tricks in FMCG marketing, and they still work for a simple reason: the reward moment happens at the point of purchase, when intent is highest. The part that's changed is how the redemption itself happens — and that's usually where these campaigns lose value.
Why redemption design matters more than the reward itself
A scratch-panel promo that requires downloading an app to claim loses a meaningful share of customers at exactly that step — the gap between scratching the panel and actually redeeming. The friction isn't the reward, it's everything standing between the customer and claiming it.
Designing the redemption path for this specific moment
A customer holding a product they just bought, in a store or at home, is not in a digital-campaign context — they're in a physical one. USSD fits this moment well because it works from any handset with no data needed. WhatsApp works well as a secondary or primary channel in markets with high penetration, letting customers see a richer catalogue without leaving the chat.
What this means for campaign planning
- Decide the code mechanic — unique per unit, or shared across a batch — based on your fraud and budget tolerance
- Print clear, simple redemption instructions on the pack itself, not just the code
- Pick one primary redemption channel rather than asking customers to choose between several
- Make sure the catalogue customers redeem from is localised to the country the promo is running in
Ready to run FMCG On-Pack Promo?
Tell us about your campaign and we'll help map it to the right setup.
Get started