The Challenge
- To develop awareness and sales for the launch of new line of products under the umbrella name "BRight Choices"-ice cream to fit a healthy lifestyle
Our Approach
- Developed campaign idea "Indulgence that Fits"
- Partnered with renowned designer, PatMcDonagh and Toronto Fashion Week for greater awareness and value added PR and social media spin
- Created strategy and executed campaign utilizing Facebook, YouTube, Twitter as well as proactive awareness through blogs and chat rooms
- Developed online consumer contest to name the two “ice cream inspired” dresses for the chance to win first row tickets to the show
The Results
- Winner of best practices campaign of 2009
- Sold 15% more gallons of the new ice cream line in the first 2 months of promotion
- Received coverage in top fashion and lifestyle publications – over 50 million media impressions and over 12,000 Facebook fans to date
"On Q Communications provided creative, consistent and effective PR for our promotions this year through traditional media and online channels. Their team is professional, responsive and easy to work with. On Q led a hugely successful campaign for the launch of 31 Cent Scoop Night, a first ever promotion for Baskin Robbins in Canada, which surpassed the goals for media coverage, donations and sales. We look forward to working with On Q on our next promotion of BRight Choices and Fashion Week "
Gene L. Swinton, National Marketing Manager, Dunkin Brands Inc.
