Trilogy Spring 2016 Product Launch

THE BRIEF

New Zealand’s leading natural skincare brand Trilogy was adding four products to its coveted skincare range, including the latest addition to its celebrated Rosehip Oil collection – Rosehip Oil Light Blend. Our challenge was to create an on-brand, unique experience that introduced the new products, resulted in media features and touched on the brands’ values of sustainability, respecting nature and supporting worthwhile organisations and causes.

APPROACH

To achieve this, we invited top beauty, women’s and lifestyle media and bloggers to Parnell’s Cibo restaurant for an intimate three course lunch and exclusive product preview with the Trilogy team, including Global In-House Beauty Expert Corinne Morley, who flew from the UK for the occasion.
The launch was timed to celebrate the first day of spring on 1st September and ensure that product was introduced to long lead media at the right time to ensure coverage leading up to their launch in retail stores on 1st October.
Product was available for media to open, smell and test as lunch was served, which incorporated elements of the new product range’s ingredients, including acai, almond, oat, cranberry and tomato. The space was dressed with beautiful fresh spring florals to match Trilogy’s brand colours, which were then donated to Sweet Louise who support women with incurable breast cancer post-event.
All media received a Trilogy gift pack to take home, including all four new products, imagery and media release on a USB stick, to minimise waste and reinforce Trilogy’s sustainability brand values.

RESULTS

Reception for the new products was outstanding, with coverage appearing in the majority of New Zealand’s leading beauty and women’s publications, including NZ Herald Viva, Canvas, Sunday, Herald on Sunday SPY, GOOD, Woman’s Day, NZ Women’s Weekly, MiNDFOOD, MiNDFOOD Style, NZ Weddings and Good Health Choices, numerous beauty and lifestyle blogs, as well as social media platforms.

ATZEN Superior to Organic™ skincare launches in New Zealand

THE BRIEF

United States based skincare brand ATZEN was launching into New Zealand and needed strategic consultants who could plan a PR launch campaign to introduce the brand to New Zealand media, cut through an already-saturated skincare market to stand out and make an impact quickly. ATZEN brings a unique element to the beauty market with its Superior to Organic™ skin care, which blends the best of natural skincare using organic plant ingredients and vitamins with scientific ingredients, patented and exclusive to the brand.

APPROACH

We sent key beauty and lifestyle media and bloggers a teaser of ATZEN’s product collection along with an invite to an exclusive breakfast event at the newly refurbished Soul Bar in the Viaduct Harbour, where California-based founder Catherine Atzen spoke about the brand and its unique scientific formulations.
With Catherine only in New Zealand for a few days, we planned and secured numerous media interviews during her stay to make the most of her time and create as many quality media opportunities as possible.

Manuka Doctor announces new global brand ambassador

THE BRIEF

We were briefed in absolute confidence of the impending appointment of international celebrity Kourtney Kardashian as the global brand ambassador for New Zealand skincare brand Manuka Doctor. The brief was open as the partnership was still in negotiation and highly confidential, so all discussion and planning was made behind closed doors.
Our task was to plan an impactful announcement to New Zealand media that would create huge hype and discussion, as well as coordinate with a PR agency to simultaneously release the annoucement to Australian media. A release date was kept confidential in the United States and our release was pending the announcement first from Kourtney Kardashian’s publicist.

APPROACH

We briefed the pending announcement close to the expected release day with an embargo to New Zealand’s leading lifestyle news publication, NZ Herald Viva, so they could also release on the day. The tailored media release was distributed far and wide immediately post-announcement by Kourtney Kardashian’s publicist in the United States. This meant New Zealand media were notified at 5am NZ time along with Australian media.

RESULTS

The response was overwhelming – with features across 45+ print, online and radio platforms including The Edge, ZM, Breakfast TV and Newshub and many online news and lifestyle sites. Social media was buzzing with the news for weeks following the announcement, and the total cumulative audience reach in New Zealand was 4M+ within the official campaign period.
Post-announcement, we have been able to pitch Kourtney Kardashian as Manuka Doctor’s global brand ambassador within ongoing PR activity, continually securing features that reference her partnership and advocacy of the brand.

Product launch for a new range of powdered superfoods.

THE BRIEF

GO Healthy asked us to introduce and profile its brand new sub-brand GO Superfood, comprising of a range of organic powdered superfoods such as Acai, Beetroot Powder, Camu Camu and Coconut Water. Our goal was to create awareness of this new brand, educate consumers on the product range, its benefits and how to use, and position GO Superfood as a must-have, modern superfood range via product placement, editorial features and social media activity.

APPROACH

To achieve this, we developed a strategy designed to educate media and therefore consumers, beyond simply the product range. We focused on how powdered superfood can be used in many recipes beyond your typical smoothie, inspiring creative baking and cooking as well as heroing the products’ health benefits.

We engaged Monique Satherley (Founder of Snackpack.co.nz) and Kelly Gibney (food writer and founder of Bonnie Delicious) to create and test bespoke, original recipes using the product range, along with trending raw and organic ingredients. We then invited key food, beverage and lifestyle media to a mystery event where they were challenged to recreate the bespoke GO Superfood recipes in teams against the clock, before enjoying a shared late lunch to sample all the creations. A winning team was chosen under strict criteria by the judges, and each attendee received recipe cards and product to take home.

RESULTS

Media were surprised and delighted to learn how superfoods could be used beyond smoothies and incorporated into everyday recipes as well as being educated on the product range benefits to then share with consumers.

We wanted to position Matcha Matcha as THE matcha tea brand in NZ

THE BRIEF

Bare.pr was given the opportunity to work with Matcha Matcha — a new brand of matcha green tea. We both established that this campaign would be all about the timing. We could see by international trends that the interest in matcha green tea was increasingly growing.

Our goal was defined to create a profile for Matcha Matcha as a brand and educate media about matcha green tea which is a type of green tea stoneground into a fine powder. To do this, we wanted to capitalise on the international interest around matcha green tea and gain media attention and placement for the brand. We wanted to position Matcha Matcha as THE matcha tea brand in NZ by educating and demonstrating how to consume and other ways to incorporate the tea.

APPROACH

We needed to create a media send out that would affirm the position of Matcha Matcha as THE matcha tea brand. In addition to this, we wanted to ensure that we got the tea into the hands of key media and influencers who would appreciate the tea and the brand. As matcha green tea was quite new to the New Zealand market, creating an understanding of the product was crucial too. We needed to communicate with and educate the media on how consumers can use Matcha Matcha in a variety of ways and not just as a tea.

RESULTS

Matcha Matcha featured in over 60 publications over various media. Some of these included placement in Taste, Cuisine, Kia Ora and the NZ Herald.