Challenge
- Drive awareness and purchase interest in Sonicare’s new, highly advanced power toothbrush: Sonicare Elite
- Engage and educate consumers with relevant product information
- Build fully integrated, cohesive campaign from awareness advertising to on-shelf presence
Key Initiatives
Public Relations
- Deskside Briefing Tour – Establish meetings with key editors of top-30 long-lead magazines
- Editorial Content – prepackaged news stories for distribution to short-lead media
- Net Effect: 150M Impressions
Point of Sale Leadership
Objectives:
- Maximize shelf impact / new from Sonicare
- Premium positioning
- Communicate Elite is different/better
Loyalty Trade-up Programs (CRM)
Objective: Inform 8M Sonicare users of new product and drive upgrade with special offer
Achievements:
- 1.2M reached by direct mail/email offer
- 2% response to upgrade offer: 100K units | >$10M revenue
Advertising Campaign
- Standard :15, :30, :60 second TV ads
- Print advertising in leading lifestyle magazines
- Online search and targeted banner ad campaign
- Budget: $20M
- Reach/Frequency: 95% | 24x | Impressions: 4B
RESULTS
- Breakthrough launch with massive professional / consumer impact
- Unified positioning platform and compelling product proposition
- Premium, synergistic brand materials to support launch
- Garnered 15% sales growth
- Achieved all-time high brand awareness of 42%
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