Why would Kahlua (the liqueur) run a sweepstakes only for homeowners? Isn't it poor advertising, and elitist?

Their $20,000 Home Makeover Sweepstakes has no cash option, and the winner must own a home! About 5 states don't/won't allow this, and I suspect it's because it's unfairly limiting. Why would this company limit this form of advertising when homeownership is hardly a requisite for drinking Kahlua? Do they only care if well-off people are customers?

Why would Kahlua (the liqueur) run a sweepstakes only for homeowners? Isn't it poor advertising, and elitist?
Target Marketing





Although they do run numerous contest and givaways for various reasons, something like this is to reach a target market. It is a quick and effective way to have homeowners willing give up their information for later use in a marketing campaign. This is also done with many other products that range from baby items, to beer sponsored events towards college age people.





It is all about the data and finding a way to to increase the number of drinkers/people buying your product.
Reply:If you can't afford a home you shouldn't be buying liquor anyways. You sould be saving money for a downpayment.
Reply:Well Off people does not describe most homeowners. They worked hard to raise a down payment to obtain a mortgage to buy their home and work their buts off to make their mortgage payments, property taxes, inflated home insurance premiums and many clip coupons to buy their groceries. Well if that is Well-Off, I need a 20,000 Home Makeover. Can we start with a new roof?
Reply:A company can run a contest with any type of prize that they want, with any rule that they want. The contest must meet certain rules and regulation to be legitimate. There are contests that are restricted by age, sex, state etc.
Reply:Well, they are definitely targeting a specific crowd... but if they got a great contract with a home improvement company.. there wouldn't be much they could offer a non-home owner..... don't worry as soon as they soak home owners.. they will move on to renters. Best!
Reply:It's pretty hard to give a Home Makover to someone who doesn't own a home now, Isn't it?
Reply:i don't think that is their intention. not everybody who owns a home is well off. what would a "home makeover prize" be if they just gave you cash.

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