Azaria launches THX Total Hair Experts into the UK hair tools market!

Aim

We were tasked with creating a campaign that would encourage trial and repeat purchase of the product in the consumer market in order to boost declining sales and remind people of the brand benefits.

Activity

We created a two-pronged campaign for consumer and trade both themed around the term ‘Lifesqueezer’ - a person who squeezes the most they can out of life. The campaign involved creating a Fight Fatigue Report fronted by This Morning’s Dr Chris Steele and utilising busy mum and inspiring businesswoman Karren Brady for a day of media interviews, a tiredness survey, Lifesqueezer competition and an active press office themed around seasonal tiredness.

We also facilitated a day of media interviews with Karren Brady, to kick off the campaign and highlight the release of the tiredness survey, utilising her experience of juggling motherhood with a busy career. This made her the perfect Lifesqueezer spokesperson to drive traffic to the Azaria designed and built microsite, where a Britain’s Biggest Lifesqueezer competition was hosted. The campaign’s success was built on the previous year’s Lifesqueezer Mum of the Year campaign (in 2010), and the search for the Nation’s Biggest Lifesqueezer and Pharmacy's Biggest Lifesqueezer (both in 2009).

Results

  • Coverage secured for Pharmaton Vitality Capsules in national newspapers and glossy consumer titles, including Daily Mail, Weekend magazine, Top Santé, Woman, Closer, and Celebs on Sunday.
  • A proven and positive impact on sales of Pharmaton Vitality Capsules.
  • Over 150 nominations for the Nation’s Biggest Lifesqueezer and nearly 100 trade nominations for pharmacists.

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