our fresh approach to reaching
a multi-cultural consumer base.
Surf, a value powder detergent brand was launching a new liquid
variant to capitalize on the growing liquid detergent segment.
We assisted the Surf sales team in securing distribution, while also segmenting the media plan to best capitalize on Surf’s multicultural consumer base. Surf had a high Hispanic buying rate for growth, but 80% of business still resided with a general market demographic.
Our team developed a customer-specific radio program to help support new distribution efforts, leverage on shelf support, and demonstrate Surf’s ‘liquid launch’ advertising commitment to top retailers.
The priority-market radio campaign was a split-market demographic strategy targeting the “high purchase rate” Hispanic audience in Southwest markets, as well as a general market/African American audience base in the Mid-West and Southern markets.
Top ranking general market stations were added to the Hispanic buy to increase reach against the Hispanic audience and add coverage against the secondary general market consumer base.
The Results
The program launch was deemed a success with 17 retail customers participating in the media launch program including grocery, club and the dollar store channel.
The Skillset
We implemented Media Planning & Buying, Media Strategy, and Customer Driven Media
More Work
