The offer to Tesco customers was a free tennis lesson from an LTA
licensed, qualified coach in return for the purchase of any Ariel
To claim their tennis lesson consumers were asked to mail
their till receipt and a C5 stamped addressed envelope to the offer
address. In return they received a booklet containing a voucher for one
free introductory tennis lesson lasting one hour and valued at up to
£25. The book also included a directory of over 200 participating
coaches nationwide. On receipt of the booklet the consumers telephoned
their chosen coach to book a lesson stating that they had an Ariel Free
The promotion was launched during the first week of
Wimbledon when the interest in tennis reaches its peak.
Humorous radio advertisements were a key part of the communication
painting an amusing picture of individuals who were likely to benefit
from free tennis lessons. In store support included end-aisle displays
with hanging banners, shelf barkers, A5 leaflets and shippers.