Tontine date stamp campaign results in 20% sales increase

Tontine pillowThe highly-awarded date stamp campaign for Tontine, launched by the now defunct agency Happy Soldiers one year ago this month, has led to a 20% increase in sales for the pillow maker.

“Since introducing the freshness stamp on all Tontine synthetic pillows last October there has been approximately a 20% increase in the number of pillows bought by Australians year on year,” said Adam Heathcote, general manager of Tontine Australia.

“On average Australians are hanging onto their pillows for 2.7 years, which is an improvement over the 3.3 years reported before date-­stamping was introduced last year. But it is still a way to go to our recommended two years.”

The Tontine campaign scooped top honours at the Effies this year, credited for resulting in a 345% increase in sales in the week of launch. The Tontine business is now handled by The Monkeys.

Any change in campaign strategy is not expected until next year.


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