Challenge:
A newly formed company needed to launch their housewares product, the Indispensable Dispenser, into the U.S. market. As the company was forming its internal sales structure, they retained H+A to help maximize their exposure at industry trade shows and get the word out about the product through a multi-faceted integrated marketing communications campaign.

Solution:
We recommended a media relations approach positioning the product as a nutritional product that helps to control portion size, thus appealing to a health-conscious consumer market in the U.S. News releases were distributed to relevant consumer and trade media underscoring the positioning statements. We also recommended the company support a nationwide children's charity and donate products as well as monetary donations to show their commitment to fighting childhood obesity. Samples of the product were sent to key consumer publications and we tied the product in with highly visible events such as the Academy Awards after-parties. We assisted with the production of television commercials, strategic media planning and buying, design of direct mail postcards, and print ads.

Results:
Consumer media responded very quickly to the nutrition angle of the product. Articles appeared in Women's Health and Fitness, O the Oprah Magazine, Shape Magazine, and Self Magazine to name a few. The product also appeared on the set of a popular show on the Food Network and NBC's The Today Show. Through their participation in industry trade shows, retailers came to know the product and were eager to have the unique item in their stores. During the first year, the company reached 100,000 units sold and is continuing to distinguish themselves in the marketplace with this unique product.

© H+A International, Inc. 2006