Example: during the European Soccer Championship won by Italy in 2021, Heineken was offering one glass for every 6 cans purchased and, in the same advertisement encouraged shoppers to buy 24 cans to take 4 glasses!
The logic behind it: football is not watched alone and each of your friends also deserves to drink their beer out of a Heineken glass!
Result: the trigger of a massive purchase of product, often unplanned!
Some of these gifts have achieved cult status and many are collectibles such as Coca-Cola glasses or nivea beach balls.
Obviously, this type of promotion involves a high cost linked to the gift itself and the supply chain disruption, but it often allows to create a long-term relationship with the consumer who will use it on a recurring basis and will be exposed to the brand every time he empties the dishwasher or is lying on the beach on a nice Pepsi towel.