In September 2021, the California Lottery launched a major new brand initiative that repositions the Scratchers® product line. It’s designed to increase the appeal of Scratchers games and frequency of play among casual players, new players and lapsed players to responsibly grow scratch ticket revenue
The campaign hopes to unite existing players and non-players under an overarching emotional belief that “Play” is necessary for everyday life. Its tagline is “A Little Play Can Make Your Day,” and hopes to show players that Scratchers can add a little unexpected fun into their day.
The lottery will feature its holiday slogan, “Give the Gift of Scratchers.” “We are also incorporating a new headline ‘Give the Gift of Play’ to further connect gift-giving with our Scratchers category positioning,” Whitney Alderson, Assistant Deputy Director for Marketing, California Lottery said. “With this mix of memorable slogans, our holiday messaging embodies the sentiment of the season and encourages consumers to give Scratchers—and a moment of play—as a special gift to special people in their lives.”
California Lottery’s research has shown that consumers are more tolerant and interested in lottery products during the holiday season. People are more likely to give scratch tickets as gifts for friends, co-workers, service providers, and family, which means it is a key to embed its new company slogan into players’ hearts and minds.
The lottery will include traditional media support such as TV, radio, and out-of-home advertising along with robust point-of-sale, digital marketing, streaming video, streaming audio, social media, influencer marketing, and 2nd Chance promotions. “Our holiday marketing is a 360 integrated campaign across consumer touchpoints to reach our distinct player segments at key moments in their path to purchase,” Alderson said.