Cashmere UltraLuxe

360 Degree Launch Execution

LAUNCH CASE STUDY VIDEO

Challenge

Develop a launch program for Cashmere UltraLuxe bathroom tissue and create a memorable in-store consumer experience. Once deployed, build off the exciting launch of Cashmere UltraLuxe and existing fashion-focused branding.

Solution

BTI started with engaging the sales team at the national sales conference by presenting them each with a special gift box containing an iPod with an introduction message. BTI designed a sample pack with a coupon to be handed out at events and in-store to encourage product trial. With high fashion and Cashmere UltraLuxe's premium quality in mind, BTI then conceptualized the Paris Fashion Getaway Contest, offering a grand prize valued at $20,000! The contest was communicated via in-store POP elements and a responsive contest microsite.

Result

As a result of a broad retailer listing, in less than 6 months there have been over 600 in-store demos with 60 stores featuring models wearing White Cashmere dresses, distribution of over 250,000 samples, 4 major trade show appearances, and 10 trade ads. Cashmere UltraLuxe successfully created excitement at store level, while maintaining their premium, fashionable brand essence and exceeded the Paris contest entry expectations by over 50% from the previous launch promotion.