Bengay Patch – Consumer Sampling Campaign

Bengay Patch – Consumer Sampling Campaign

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Challenge:

Use trial and awareness tactics to increase exposure for Bengay’s newest product innovation while driving measurable results. Build a new user base among the 35 – 49 year old set by changing their perceptions of the brand.

ZAG Solution:

Develop a highly efficient trial & awareness program that uses the largest and most strategic, nationwide events to connect with this new consumer base at “the point of pain”. Update the brand’s image using young, vibrant sampling staff, eye-catching equipment, signage and apparel. Saturate U.S.A.T.F. events, stadiums, arenas, marathons and lifestyle events and educate consumers about how and why they should use this product.

RESULTS:

Program helped drive sales beyond client expectations
Over 3MM consumers reached on a one-to-one basis to date
One of the most successful launches in category history
Program has been renewed 3 times to date