MS&L was challenged by Sunkist to create a differentiating and volume-driving experience around lemons in the face of declining marketing share, and to reconnect with Moms and retailers to reclaim leadership position.
The result was the creation of the “Take a Stand” program, which empowered kids ages 7-12 to make a difference in their community by raising money for charity through the sale of fresh squeezed lemonade.
The program raised more than $800,000 for charity – one glass of fresh-squeezed lemonade at a time – with pledges coming in from all 52 states plus provinces in Canada. Web site hits skyrocketed 200% during campaign window. Key accounts saw measurable jumps as high as 38% during 4-week in-store promotions.
PR secured 17 million in consumer impressions with hits in national parenting publications, national and regional television and top major dailies. And the program’s success was recognized with awards including the 2007 Category Captain by Produce Merchandising and the 2007 PRWEEK Cause-Marketing Program of the Year.
MS&L created a needle-moving campaign that secretly spoke to tweens and encouraged them to get off the couch and play. “VERB™ It’s what you do.” was a social marketing initiative coordinated by the U.S. Department of Health and Human Services’ Centers for Disease Control and Prevention (CDC).
MS&L developed a strategic platform called: “8372,” which spells VERB on a phone keyboard. This became a portal into the world of VERB only available to ‘people in the know.’ It was driven by influencers, pop culture, ads and on www.8372.com .
Through limited edition 8372 dogtags and t-shirts, MS&L infiltrated the tween world through their closest friends – celebrities and influencers. We launched a summer campaign with a major celebrity seeding effort as well as a high-profile partnership with the ultimate tween influencer, skateboarding legend, Tony Hawk.
The team leveraged Tony’s 30-market “Boom Boom Huck Jam Tour” as the ultimate grassroots event to reach tweens in an authentic active environment that highlighted the essence of the VERB. An ‘action zone’ was created to reinforce the message of ‘doing,’ along with summer-long webcast featuring celebrities and athletes.
General Motors and the National SAFE KIDS Campaign forged a partnership to help ensure that small children are properly restrained in child safety seats when riding in motor vehicles.
The national partnership, “SAFE KIDS BUCKLE UP” (SKBU), combined a public education campaign with hands-on safety seat inspection events conducted by SAFE KIDS volunteers at GM dealerships and other locations within the community. Key partners included the GM dealer network and more than 300 SAFE KIDS coalitions.
MS&L provided day-to-day support in the promotion of this program through strategic media outreach – efforts centered on GM as a leader in child passenger safety and a good corporate citizen, while educating parents and caregivers on properly restraining children in motor vehicles. Major national media announcements included:
Chevrolet donates 100 mobile check-up vans to SAFE KIDS
Importance of 5 to 8-year-olds riding in booster seats as evidenced by a GM crash test video in honor of 2d Passenger Safety Week
Child Passenger Safety Week
SAFE KIDS BUCKLE UP helps protect 500,000 children from death or serious injury
MS&L also helped to identify third-party supporters of the program and worked with more than 1,300 GM dealerships who participated in the program, bringing thousands of families into their stores for safety seat check-ups and establishing themselves as community leaders.
Reaching Moms With A Spokesperson
When Becton Dickenson secured a license from Nickelodeon to introduce a SpongeBob SquarePants thermometer in 2003, an industry first, MS&L was there to stage the roll out.
With a program called, “Taking Your Child’s Temperature,” MS&L worked with a pediatrician to develop tips to help parents, especially first-time parents, navigate the challenging world of taking a small child’s temperature.
We positioned the pediatrician as an expert on fever, and placed her in the media through dozens of interviews with (Long Island) Newsday, (Newark) Star-Ledger, AP and Parent’s Magazine, as well as on hundreds of radio stations nationwide. MS&L also arranged for the product samples to be provided to the studio audience of Living It Up with Ali and Jack, the nationally syndicated television talk show.
When BD secured a follow-up license from Nickelodeon for the Dora the Explorer thermometer, MS&L developed a new program to educate parents on “How to Know Whether They’re Too Hot to Go” about when to hold their children home from school. Lynn Reeves Griffin, author of Proactive Parenting was secured to serve as spokesperson for major media interviews and garnered significant media coverage.
Swiffer Amazing Women of the Year To re-launch the Swiffer Sweeper, MS&L developed a celebrity-driven charitable program called “Swiffer Amazing Women of the Year.” Swiffer recognized Cindy Crawford as one of these “amazing women” and then leveraged her star power to serve as the program spokeswoman, simultaneously creating media coverage and awareness for the program and brand. Generating more than 80 million media impressions, the program also benefited various charities, as award recipients could designate a $5,000 donation to the cause of their choice.
The Home Depot Week of Service
The Home Depot designated Sept. 27 – Oct. 2, 2004, as its first-ever Week of Service, when associates throughout the U.S., Canada, Mexico and China would donate more than 250,000 volunteer hours to complete more than 1,600 community improvement projects.
Home Depot worked with Hands On Network, a non-profit organization dedicated to transforming people and communities through service and civic engagement, and KaBOOM!, a non-profit group that ensures that children have access to healthy play opportunities, to identify service projects. MS&L worked with The Home Depot to promote the event.
The Home Depot’s Week of Service garnered 35,356,193 impressions through media coverage in more than 100 cities in 38 U.S. states, the District of Columbia, Canada and Mexico. In total, there were 416 total placements, including Chicago Tribune, Atlanta Journal Constitution, The Commercial Appeal, The Tennessean, Chicago Sun-Times and the Kansas City Star .
Bringing The Brand To The Forefront: Saab Takes Flight
Leveraging Saab’s “Born from Jets” heritage, MS&L created an event with the look and feel of an airplane hanger to promote Saab’s partnership with Angel Flight America and the launch of their new concept car, the Aero X.
A synergistic cause partnership became the hook to entice celebrities and media for national coverage and buzz that delivered real power. Donations at the event supplied the spearhead of the publicity.
Celebrity attendee’s included: Petra Nemcova, Carmen Electra, Dave Navarro, Luke Wilson, Estella Warren, Jamie Lynn Sigler, Michelle Trachtenberg, Russell Simmons, DJ AM and Joe Pantoliano
Maximizing Stuart Weitzman’s Important Connection to Women
By capitalizing on the ubiquitous ‘buzz’ in October surrounding breast cancer awareness, MS&L took the 5th Annual Stuart Weitzman Breast Cancer Shoe Auction – the company’s largest annual philanthropic effort - to new heights by reaching over 10 million consumers through multiple touch points.
The team worked directly with partner - the highly visible Food Network and their celebrity chefs – to decorate the shoes. MS&L also prepared the auction site on www.stuartweitzman.com , as well as visuals for the Stuart Weitzman store windows.
Our client work includes:
Promoting the versatility and benefits of oranges for healthy families to increase demand for Sunkist-label fruit among Asian American and Hispanic women
Promoting good social skills as part of early childhood development to promote the Gymboree brand name to moms of all backgrounds and incomes
Spotlighting the American Cereal Council to promote the benefits of cereal as a healthy daily breakfast to diverse women with school-age children
Increasing the desirability of Nestlé Good Start for new moms by creating demand for a free backpack of product samples and educational DVD
Utilizing NBA star Shaquille O’Neal to promote confidence and self-esteem among African American and Hispanic youth to promote Nestlé Crunch