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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Schering Plough |
| PRODUCT: |
Bain De Soleil |
CHALLENGE:
We were given the assignment to create a program that would help boost sales for the Bain De Soleil Self
Tanning brand. Brand sales were down in several retailers across the country and they needed a promotion
that would associate the brand with a relevant cross-promotional partner and give the sales team leverage
for incremental display/rack sell-in for the product.
 SOLUTION:
To achieve the objective for Bain De Soleil, we put together a program designed to target women 25 - 54
years of age whom were concerned about exposing their skin to too much sun, yet wanted a healthy
sun-tanned glow. We looked at the psychographics of this consumer and knew that it was a discriminating
group that we needed to "hook" with something that would be considered chic.
We partnered with Hearst Publications and their magazine publication, Harpers Bazaar. The qualitative on
the two brands was a perfect match and Schering Plough had an existing relationship with the magazine on
a corporate level as they purchase several ads each year. We were able to leverage that relationship into
a unique account specific promotion. Harpers Bazaar gave us five thousand (5000) 6 month subscriptions
to utilize in a "Gift With Purchase" program that took place in 2400 stores across the country. To support
the program we created customized ceiling posters, header cards, easel backs and shelf talkers. Schering
Plough also placed a 10 market radio buy promoting the product and program.
RESULT:
Sales of Bain De Soleil were up by 18% in the targeted accounts during the promotional time frame. We
followed this promotion with a sweepstakes campaign - Ten trips to the Balboa Bay Club Spa and Resort
in Newport Beach California.
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