Try Promo, Case study TRY ME! CIGAR by J. Walter Thompson Paris

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TRY ME! CIGAR

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Industry Health & Pharmaceuticals
Media Promo & PR, Case study
Market France
Agency J. Walter Thompson Paris
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Account Supervisor Alain Laurent
Released September 2012

Credits & Description

Category: Healthcare and Services
Advertiser: BAYER
Product/Service: TRY LUBRICANT
Executive Creative Director: Ghislain de Villoutreys (JWT Paris)
Account Supervisor: Alain Laurent (JWT Paris)
Account Manager: Michael Bernier (JWT Paris)
Creative Team: Les Gaulois (JWT Paris)
Marketing Manager: Mourad Rafii (Bayer)
Media placement: PRESS - SENSITIF - PAGE 9 - 1 MARCH 2011
Media placement: PRESS - SENSITIF - PAGE 11 - 1 MARCH 2011
Media placement: PRESS - SENSITIF - PAGE 13 - 1 MARCH 2011
Media placement: PR KIT - JOURNALISTS & BLOGGERS - 25 MARCH 2011

Summary of the Campaign

Try is a brand of personal lubricant that has had no communication in 5 years, but still lives strongly in the Marais, Paris, gay community. It is, for example, the brand used in largely in the gay bars' "back-rooms".

Our aim was to invigorate the brand and celebrate its return to communication.

We wanted to reconnect with the gay community, thanking them for their support and recognising the role they play for the brand.

We developed a new catch phrase, "TRY ME!", derived from the name of the product, Try, in order to add a new layer of connivance to our communication.

On top of a press campaign depicting phallic objects with "TRY ME!" written on them, we sent a user kit to journalists, with stickers, flyers, the product, and a cigar stamped with the "TRY ME!" slogan.

As a result, there was large coverage, mostly online, with more than 50 articles showing the press campaign.

The Situation
Try is a small brand for Bayer. The product, an intimate lubricant, is mostly known and used by the gay community.

To touch this community specifically, the best places are online on gay websites.

A small budget wouldn't allow us to do a banner campaign, so we decided to use PR, to make journalists and bloggers smile, and give them the opportunity to talk about an interesting campaign.

The Goal
Get articles and reviews in the gay press and blogs talking about the campaign and so, the product.

The target audience: The gay community.

Their favorite places: Gay websites and blogs (and they are very active on them).

The Strategy
Our aim was to invigorate the brand and celebrate its return to communication.

We wanted to reconnect with the gay community, thanking them for their support and recognising the role they play for the brand.

We developed a new catch phrase, "TRY ME!", derived from the name of the product, Try, in order to add a new layer of connivance to our communication.

On top of a press campaign depicting phallic objects with "TRY ME!" written on them, we sent a user kit to journalists, with stickers, flyers, the product, and a cigar stamped with the "TRY ME!" slogan.

Execution
- Kit to journalists & Bloggers: 25 February 2011

- Press in free gay magazines: 1 March 2011

Documented Results
As a result, there was large coverage, mostly online, with more than 50 articles showing the press campaign.