red
RoC
Sublime Energy Launch
A 'sublime'launch for RoC
Red held a series of strategically staggered events and briefings with beauty media to launch the new RoC Sublime Energy range, which uses bioelectricity to rejuvenate skin.
Hand-picked media were given an early preview as well as access to Johnson & Johnson BeautyCare experts to develop in-depth features. Meanwhile, Red developed an electricity White Paper to educate the wider media about bioelectricity and secure coverage of the technology ahead of the product launch. A waiting list was set up on the Boots website and consumers were driven to the site for further information.
The product was launched to media in separate briefings sessions – for monthlies, weeklies/supps, online, national and bloggers – to ensure coverage hit in the weeks immediately leading up to and following the launch.
6 weeks post launch, 84 pieces of coverage have appeared, including a full page devoted to the range in the Metro and Daily Express, and by 2011 over 113 pieces of coverage are expected to have appeared, with an OTS of over 350 million.
Hand-picked media were given an early preview as well as access to Johnson & Johnson BeautyCare experts to develop in-depth features. Meanwhile, Red developed an electricity White Paper to educate the wider media about bioelectricity and secure coverage of the technology ahead of the product launch. A waiting list was set up on the Boots website and consumers were driven to the site for further information.
The product was launched to media in separate briefings sessions – for monthlies, weeklies/supps, online, national and bloggers – to ensure coverage hit in the weeks immediately leading up to and following the launch.
6 weeks post launch, 84 pieces of coverage have appeared, including a full page devoted to the range in the Metro and Daily Express, and by 2011 over 113 pieces of coverage are expected to have appeared, with an OTS of over 350 million.
