Procter & Gamble has run a customer loyalty program in Belgium, rewarding buyers with a free toy packed in a retro-look container from RPC Superfos.

What looks like a mini cardboard pot containing washing powder is in fact an RPC Superfos plastic container from the Paintainer range, with 150 building blocks from the Belgian company Clics Toys inside. The reward was offered to customers buying selected P&G products worth about 35 Euro.

“It’s a lovely little container that resembles the washing powder packaging about forty years ago. Thanks to the Paintainer solution, we got the right size and almost infinite decoration options through in-mold labeling,” says Jean Reusens, marketing manager, Clics Toys in Belgium.

“RPC Superfos was very flexible, professional and efficient to cooperate with also in respect of creating a customized opening to make the lid even more user-friendly and suitable for children.”

Both toys and packaging were tested by P&G to make sure that all quality requirements were met. According to Reusens, RPC Superfos and Clics Toys delivered impeccable quality and flawless production.

”The promotional campaign was a huge success. Parents and grandparents alike loved the cute packaging very much, as well as the idea of getting fun and educational toys for their children and grandchildren when they bought laundry detergents from P&G.”