Alpen launches promotion

Alpen, the Swiss recipe muesli brand owned by the Weetabix Food Company, is launching an on-pack promotion to follow up its “We know you know how good it tastes” marketing campaign.

The brand is targeting women between 45 and 64 with a giveaway promotion to encourage them to eat Swiss recipe cereal more often in what it says is a “subtle, non-patronising tone” designed to communicate the brand’s healthy credentials “without being overbearing or preachy”.

Alpen is giving away a number of Alpine-themed activity giveaways including Helicopter flights, hot air balloon flights in Switzeralnd and Swiss-style spa treatments.

Packs will carry the message: “We know you know this is just another promotion on the back of your cereal box, so we’re not going to pretend it is anything else.”

The promotion, created by Dialogue141, will appear on six million packs of Alpen Cereal and Alpen Bars from April.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here