Client: Pfizer | Agency: PromoWorks | Role: Creative Director | Award: Top 10 Campaign – PROMO Magazine
Agent Cool Blue is a plaque-detecting rinse that helps to locate plaque in the mouth by staining it blue, making it a visible target for kids as they brush their teeth. Pfizer was seeking a fun and creative way to launch this product in-store that would create curiosity and capture the attention of parents and children while they shopped.
EDUCATE shoppers on the features and benefits of the new Listerine Agent Cool Blue. DISTRIBUTE all Agent Cool Blue brochures and stickers, and STIMULATE immediate purchase of Listerine Agent Cool Blue.
Utilizing a roaming event with an innovative PromoCart enabled demonstrators (decked out like Agent Cool Blue) to strategically target consumers with kids while they shopped and engage them in product interactions. The PromoCart was highly visible in the aisles with “stop in your tracks” branding; Branded balloons to attract children sitting in the child’s seat of nearby shopping carts; and Agent Cool Blue danglers placed near the bottom of the cart to leverage eye-level interest for children walking alongside their parents. The highly-decorated cart was filled with Agent Cool Blue brochures, stickers, and product for immediate sale.
The roaming Agent Cool Blue demo delivered outstanding results and exceeded our client’s expectations. Execution rate was 98.9% overall in more than 4,500 mass merchandise stores nationally. More than 277,000 units were SOLD on the day of the event with a 31.8% conversion rate. Over 870,000 shoppers were reached based upon brochure distribution, and 858,286 Agent Cool Blue stickers were distributed.