PZ Cussons

Mission

  • PZ Cussons are a leading global organisation within the Fast Moving Consumer Goods Industry with recognised quality brands such as Morning Fresh, Trix, Imperial Leather, Original Source, Reflect and Down to Earth.
  • Agent99 was challenged with launching two new products within the fabric care category, namely DUO Antibacterial Ultra Concentrate and the Radiant Gel. Both offerings targeted a different demographic and required a strategic approach to penetrate the market.

PZ Cussons

PZ Cussons

Approach

  • With DUO Antibacterial being the first of its kind in Australia and a unique offering for mums with young families, Agent99 saw a strong need to sample the product whilst raising awareness through traditional and non-traditional means.
  • Agent99 secured complimentary sampling opportunities at children’s play centres across the Eastern Seaboard with engagement and competitions running via the venues’ social media platforms.
  • This initiative was coupled with a media relations campaign targeting women’s lifestyle outlets and ‘mummy bloggers’. Key messaging brought to life some of the not-so-nice facts on germs and laundering, urging mums to use products specifically designed to combat bacteria.
  • The launch of Radiant Gel was tailored to a high end, sophisticated and busy audience.
  • Agent99 aligned with the networking group ‘Business Chicks’ to supply thousands of samples to audiences in metro city centres, largely composed of working mothers.
  • This activation was executed alongside a celebrity seeding initiative and media outreach to women’s lifestyle titles.

Results

  • Both campaigns were tremendously successful in getting PZ Cussons’ new product offerings into consumers’ hands in an extremely cost effective way.
  • Influential parenting bloggers conducted product reviews and giveaways igniting word of mouth and trial amongst the target audience, resulting in awareness and direct sales.

  • For the brands combined, over 70 pieces of coverage appeared across top tier media outlets including Real Living, Woman’s Day, Weight Watchers, Good Health and countless others.

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