Kenco Rappor is to be given a £5m round of backing, including a promotion like something out of a Bond movie.
Two million special jars of the instant coffee brand will go out to the trade early next month, of which five will contain Global Positioning Satellite (GPS) chips. Lucky recipients will receive instructions on how to activate them the first step towards claiming a £5,000 cash prize and alerting brand owner Kraft Foods of the winners' whereabouts.
The money will later be delivered in a steel briefcase by helicopter at a local heliport. The Live Now, Sleep Later!' promotion, which will also feature 75 prizes of £500 and 7,000 of £20, breaks on March 10 across 100g and 200g jar formats and runs until the end of the year. It is aimed at attracting younger consumers to the coffee category and winners of the five big prizes will be encouraged to spend the money in 24 hours in the spirit of the promotion.
Spokesman Easton Millar said £5m had been earmarked to support the promotion including TV ads which will break next month but have yet to be filmed.
"Our research shows that Rappor already sells more of its volume to people in their 20s and early 30s than any other brand," he added. "This promotion will certainly increase that."