Over the last dozen years as a CPG industry strategist, I’ve seen A LOT of “trade-in promotions” used across different product categories to meet different business objectives. Maybe a CPG brand wants to support its sustainability credentials through recycling incentives. Or maybe it’s focused around rewarding customer loyalty when exchanging an older product version. Though often it’s utilized when a CPG brand believes it has a superior product to categorical incumbents that’s unnoticed by the market. As an example, Heyday Canning recently created a pop-up shop that allowed visitors to exchange a competitor’s product for a can of Heyday Beans. Alternatively, the most unique recent example of a trade-in promotion was when Cleveland Browns sponsor, DUDE Wipes, gave fans a chance to swap out their old jersey from any of the previous crappy 37 quarterbacks for a new white jersey.

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