Press Releases

 

 

ZAG Marketing and BenGay Patch Help Consumers at the “Point of Pain”
One of the most successful brand launches in Pfizer’s category history results in 2 program renewals

Indianapolis, IN, USA, May 5, 2007—ZAG Marketing and Pfizer have hit the road for a third time in order to show a new generation of BenGay™ consumers how BenGay™ Patch instantly and effectively relieves sore muscles, aches and pains right when they need it most – at the “point of pain”. What better place to do this than as these active, 25 – 49 year olds cross the finish line at some of the most prestigious marathons nationwide. This latest BenGay™ Patch trial and awareness campaign kicked off on May 5th at the “One America 500 Festival Mini-Marathon” in Indianapolis and will travel to some of the largest and most strategic marathons across the country before making its way to the pinnacle of races - the “ING New York City Marathon”, on November 4th.

 

Using armies of trained product samplers, dressed in bright blue, highly visible, branded running suits, the BenGay™ Patch team saturates each event and distributes hundreds of thousands of full-size samples to ailing runners who eagerly accept the product to alleviate their pain. In addition to talking up the product via a carefully crafted “elevator pitch”, brand ambassadors dish out praise and support as runners make it through the home stretch of the course. “We’re not only interested in having consumers try a BenGay™ Patch and love it, we also want them to make a correlation between the genuine support shown by our brand ambassadors and the personality of the brand itself”, says Jon Lesser, President of ZAG Marketing. “This is a great example of how a brand can become the marketing “hero” of an event when the right type of tactic is used at the right time”, Lesser adds.

 

In addition to the brand omnipresence created by the roaming samplers and carefully placed signage, a high-impact BenGay™ Patch booth is used to educate consumers on a more intimate and detailed level and to capture data through a brief product survey. Consumers are also given $1 off coupons which help drive sales and provide an additional means to measure the programs success.

 

Touted as one of the most successful launches in category history, the BenGay™ Patch sampling campaign helped drive sales beyond client expectations and has physically touched over 3 MM targeted consumers to date.

 

ZAG Marketing is an event-based marketing company specializing in the creation and implementation of live one-to-one consumer and trade experiences for top consumer products and service companies. ZAG has developed, executed and managed nationwide mobile marketing and sampling promotions for various clients including Campbell’s, Frito Lay, JVC, La-Z-Boy, Leap Frog, Pfizer, Prestige Brands and Smoothie King Franchises, Inc.