by webSaver
July 21, 2025
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In a grocery shopping environment where consumers are bombarded non-stop with new products and promotions, brand awareness has never been more critical or more difficult to maintain.
For Consumer Packaged Goods (CPG) Brands, visibility and recall are the first steps to conversion. But with crowded shelves, waning consumer loyalty, and price-driven decisions, being available isn’t enough.
Your CPG Brand and its products need to be recognized, remembered and selected from among a large set of competitors.
Online coupons and cashback offers are typically thought of as purchase incentive tools to generate immediate sales. But savvy marketers know that when used strategically they also help CPG Brands increase their reach, awareness and visibility among their target consumer segments.
Before a consumer chooses your product, they need to know it exists and why they should buy it. Strong awareness of your CPG Brand:
- Increases the likelihood of your products being considered for purchase, and actually purchased, by consumers.
- Helps differentiate your Brand’s products in crowded categories.
- Enhances the effectiveness of all your other marketing and sales efforts.
Online coupons and cashback offers are very low cost strategic brand-building initiatives that help keep your product ‘top of mind’ among your targeted consumer segments.
Here are some key ways that online coupons and cashback offers support long-term visibility, recall and consumer selection:
Repeated exposure in relevant contexts
Whether on a coupon site, cashback platform, retailer app, or social feed, online promotions give brands visibility in environments where consumers are actively looking for value. These repeated exposures help reinforce brand recall and selection.
They reinforce the Brand value proposition and promise
Online coupons often include product descriptions, benefits, and product images. They educate while they promote. This adds more depth to your brand’s messaging and helps consumers associate your Brand and its products to their needs.
Generate reach beyond traditional channels
Coupons and cashback offers can be distributed across a variety of touchpoints: email, social media, grocery receipts, brand websites and more. This omnichannel presence allows Brands to reach a broader audience that is less engaged with traditional media.
Promotions are shareable and viral
Attractive coupon offers get shared. Whether it’s someone texting a friend or reposting an offer on social media, coupons have built-in viral potential. This extends your Brand’s reach beyond into trusted peer networks and beyond paid channels.
Below are five initiatives your CPG Brand can undertake to ensure it remains ‘Top of Mind’ among your targeted consumers:
1. Run Always-On Coupon and Cashback Offer campaigns
Run offers consistently throughout the year to keep your Brand visible in coupon and cashback ecosystems. Consumers will be regularly exposed to your Brand, which builds familiarity over time and increases the likelihood of purchase.
2. Integrate promotional offers into awareness campaigns
Seek to incorporate promotions into product branding and influencer campaigns to increase engagement. For example, when a social media ad promotes a product, include a limited-time coupon to reinforce recall and drive trial.
3. Feature product imagery and Brand assets on your Coupons
Ensure your coupon creative includes product images, logo placement, and even brand messaging. Treat every coupon as a mini billboard. A well-designed offer communicates value and helps build brand identity.
4. Run Coupon campaigns during high consumer attention seasons
Match your promotions to moments of high consumer attention such as Back-to-School, the Holidays, BBQ season, and others. Aligning your offer to the cultural calendar keeps your brand timely and visible when buying intent is high.
5. Use Gated Coupons and Cashback Offers to drive engagement
Encourage interaction by offering access to a coupon only after a consumer completes a specific action. This type of engagement increases time spent with your brand and deepens consumer recall, enhancing the impact of the offer.
Utilizing online coupons and cashback offers in this manner to increase Brand reach, awareness and visibility will help your Brand remain ‘Top of Mind’ among your primary market segments.
These promotions create opportunities for deeper engagement, foster brand loyalty, and provide customer insights that can shape guide future strategy.
For CPG Brands looking to leverage online coupons and cashback offers to keep their Brands Top of Mind with their key market segments talk to the experts at webSaver.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
