The unique, patented VIP format challenges consumers to instantly choose between two leading brands, yours and your major competitor's. Both brands are pictured on the front. Consumers are instructed to pull the tab for the brand they prefer. Two coupons are hidden inside-but they are both for your brand. Users of your competitor's brand who pull that tab get a high-value, trial-inducing coupon for your
brand instead. Consumers who pull the tab for your brand (your current users) get a lower-value "maintenance" coupon for your brand-but the VIP's unique self-destructing tear-open feature prevents those consumers from knowing it is of lower value. It's a great way to stimulate trial from non-users without overpaying for repeat purchase. Goodbye coupon dollars wasted. Hello coupon efficiency. | 
