SAN DIEGO, CA - July 12, 2006 - For one week in May, yoga participants at health clubs and fitness facilities across the country found an added incentive to roll out their mats: free samples of Softlips® Lip Conditioning Balm, The Mentholatum Company's smart alternative to sticky, waxy lip balm. The company teamed with Active Marketing Group (www.ActiveMarketingGroup.com), a full service marketing and promotions agency known for its direct access to active consumers, to conduct a targeted sampling promotion in the health club venue. Program results showed overwhelming response for the Softlips brand across categories that included product effectiveness, cosmetic value, flavor, texture, packaging and purchase intent.
"This was the first time we tested the benefits of targeted sampling in a health club environment and the response was very positive. Sampling in yoga classes was a great way to build a meaningful connection between our Softlips brand and active young women who value health and fitness," explained Jennifer Hamberger, Softlips brand manager. "The Active Marketing Group team expertly delivered the precise target with a program that ensured strategic delivery and distribution, onsite instruction, and thorough program feedback."
A trusted name in lip health, Softlips has been a product of choice among young women for more than ten years. Softlips lip protectants, available in several flavors, offer long-lasting coverage with SPF 20 protection, as well as a healthy shine without the heavy waxiness or stickiness of traditional lip balms.
The program was designed to gain trial among active women, ages 18 to 34, who participate in yoga, Pilates or similar mind/body activities. To determine the best sampling target, Active Marketing Group leveraged its network of 5,500 health clubs and fitness facilities to find the best demographic and psychographic fit among clubs offering yoga classes. Launched during the week of May 15, 2006, approximately 100,000 samples of Softlips Lip Conditioning Balm were distributed at health clubs, community centers, college recreation centers and workplace fitness centers.
Based on the program's positive results and responsive customer feedback, The Mentholatum Company is planning to execute another health club promotion with Active Marketing Group in the fall.
About Active Marketing Group
Active Marketing Group, a full service marketing and promotions agency and division of The Active Network, Inc., brings direct knowledge, insight and access to healthy, active and on-the-go consumers. The agency helps brands develop authentic relationships with active consumers through innovative programs that reach this influential, yet fragmented, demographic. Active Marketing Group's direct access to the active consumer market, its unique understanding of consumer behavior and its strategic, consultative approach, set the agency apart. The agency excels at creating high-yield, integrated marketing platforms with a portfolio of services that includes strategic consulting; event and mobile marketing; brand sampling; database marketing; peer-to-peer marketing; sponsorship activation; online advertising and Web site services; youth sports marketing; trade marketing; municipal marketing and more. For the past three consecutive years, the PROMO 100 (www.promomagazine.com) has ranked Active Marketing Group among the top 50 promotions agencies in the U.S. Headquartered in San Diego, with offices in New York, Boston, Denver and Huntington Beach, Calif., the agency serves a client base that includes Unilever, PepsiCo, Inc., Timex, Kraft Foods Inc. and Choice Hotels International, among others. For more information, visit www.ActiveMarketingGroup.com or call 858-964-3834.
Shelly Burnside, The Active Network, Inc.
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