Lion: Refreshingly Simple Marketing Compliance

Key Results

• Activated nearly 1000 promotions through Plexus Marketing Suite since 2017

• Accelerated campaign approval times by automating frequently used processes

• Optimised campaign speed to launch while managing risk

Poring Over the Problem

Pubs, bars, entertainment venues and bottle shops bottle shop shelves are where global beverage giant Lion’s share of sales and market presence is won. In order to stay salient, Lion’s marketing team works closely with Plexus to launch trade promotions that satisfy regulatory requirements while meeting ever-shrinking production timelines and budget dollars.

As alcohol products are tightly regulated in Australia, often with differing rules between jurisdictions, there is a lot of legal compliance that any marketing activity needs to take into account. With long production lead times and major go-to-market plans at stake – often taking up to 18 months to deliver – it is vital that Lion don’t get anything wrong.

“We need to make sure that we are legally compliant because, at the end of the day, noncompliance has the potential for large cost and reputational implications,” says Claire Bezuidenhout, Customer Marketing Manager at Lion. 

“When we promote on-pack, we’re opening ourselves up to a lot more scrutiny as our products are sitting within multiple retailers, and as a result there’s even more pressure to meet legal requirements.”

Achieving these objectives hundreds of times over each year, requires software solutions for consistent operational smoothness, streamlined compliance and commercial success. Since 2017, Lion has used Plexus Promotion Wizard and Advertising Wizard to take care of their trade promotion compliance, leaving the marketing team to focus on just that.

Passing the Pub Test

“Some of our brands execute non-stock standard promotions. Plexus is integral in supporting us to streamline the terms and conditions, alongside the relevant comms that appear on the website,” says Bezuidenhout.

In addition to generating compliant terms and conditions, Promotion Wizard flags and applies for permits relevant to the various jurisdictions that Lion trades in.

“Promotion Wizard is fantastic as it helps us to accurately quote up the trade promotion permit costs, thus allowing us to define our budgets. Knowing upfront what the legal costs will be helps us with our planning and saves us from any surprises later on.”

Kelsey Martin, Lion Shopper Activation Executive

Having a human review of final outputs has helped Lion maximise value from their promotions as well.

“One of the real benefits of working with Plexus is having automation to help drive smooth processes on the one hand but then when we’ve got complexity, we’re also able to speak to a person and get proper counsel. We’ve found the happy medium,” says Bezuidenhout.

In one case, Plexus’ deep research prevented Lion from having to push a campaign back and miss important customer deadlines. During an artwork review submitted through Advertising Wizard, risk in relation to a prior trade mark registration was identified.

“The Plexus Marketing Suite team was able to conduct additional research and assist us to address this risk within a matter of days, which helped us keep to our artwork deadline. If we had to make changes later it would have taken another three or four months to update the project concept from the ground up. That setback would have been critical to timelines,” says Martin.

Maintaining the Marketing Machine

Lion has relied on its partnership with Plexus Marketing Suite to ensure compliance and launch over 200 promotions in 2023, tallying nearly 1000 promotions since implementing Plexus in 2017.

“Plexus has gone over and above in reviewing and giving their input and guidance to Lion as well as creative agencies and partners that assist with delivering our promotions. Knowing that we have a trusted partner who is looking after the compliance side is a valued safety net for us.”

Claire Bezuidenhout, Lion Customer Marketing Manager

With Plexus looking after compliance, Bezuidenhout, Martin, the wider Lion business and their agencies can focus on developing and activating their next big promotion.

“Plexus has helped decode the legal jargon inside and out, setting us up for success by ensuring that we’re compliant across our brands, websites and partners that we work with,” says Martin. 

“Using Plexus speeds up our compliance processes so we’re able to present our stakeholders with the whole picture.”