Pond’s presents The Starter Wife
| client/brand: | Unilever/Pond’s |
| target audience: | Women 40+ |
Consumer Activation Target
40+ and Lovin’ Life
Challenge
Marrying their long standing equity in cleansing with Age Defying technology, Pond’s was introducing a New Age-Defying Clean Sweep line. Created for the confident 40+ woman, Pond’s was looking drive consumer awareness and retail support for the new line.
Solution
Looking to connect with the hearts and minds of the 40+ woman, Alcone identified a product integration/sponsorship opportunity that celebrated the confident, 40+ woman. Alcone linked Pond’s with USA Network as the presenting sponsor of The Starter Wife, starring Debra Messing. Based on the best-selling book which celebrated the “life begins at 40” mindset, the integrated program included product integration, retailer specific tie-ins and events, promotional print, a consumer contest offering trips to the premiere, a watch and win contest awarding a right-hand diamond ring and extensive on air promotion by USA Networks. Celebrity events, PR, sampling, and online marketing supported this robust integrated program.
Results
This program exceeded projections by generating 44% VOLUME INCREASE in the Clean Sweeps line and 29% volume increase in the overall Pond’s portfolio.
