Sure APDO Launch Case Study
Client: Innovative Brands
Campaign: Launch new Sure® for Men and Sure® for Women APDO
products
Overview: Innovative Brands was gearing up to launch the iconic
antiperspirant and deodorant, Sure. This time with a twist -- one
for men and one for women. Sure had a long history of being known
as a dual-gender APDO and needed an integrated marketing and public
relations campaign that reached new and old consumers of the brand.
In an effort to gain long-lead media coverage in glossy magazines
such as Men's Fitness, Women's Health and trade publications like
Chain Drug Review, TLC developed and branded the "Battle of the
Sexes" campaign and sent out specialty press kits to gain attention
for the new products.
Objectives:
- Broaden appeal (increase brand awareness/preference among both
male & female non-users)
- Convert base users to Sure for Men & Sure for Women
- Generate interest and growth of the overall Sure product
line
Strategies:
- Introduce Sure for Men and Sure for Women to the general public
though ongoing media relations
- Develop and leverage key consumer events to introduce new
product
- Develop contests to drive product trial and giveaways
Implementation:
- Researched and pitched targeted reporters, editors locally and
nationally (ie: consumer men and women magazines, fitness and
syndicates)
- More than 400 media contacts were targeted for each brand (top
targets received specialty press kit w/ product samples; all
targets received press materials & photos)
- 250 media outlets received specialty press kits for each brand
-- media responded positively to campaign theme and new products
which helped PR team secure coverage
Results:
- Earned Media Value: more than $2 million
- Earned Media Audience: more than 36 million
- Coverage: Men's Health, Fitness, Latina, Progressive Grocer,
Drug Store News, Sacremento Bee, HAPPI, Chain Drug Review