Adora

{ CLIENT }
Adora

{ CAMPAIGN GOALS }
TO MAKE ADORA THE BRAND OF CHOICE FOR CALCIUM DELIVERY
We positioned Adora as the most delicious way for women to get their daily calcium requirement.

{ STRATEGY }
LAUNCH AN INTEGRATED WORD-OF MOUTH CAMPAIGN TO GET WOMEN TALKING ABOUT ADORA
We used “compliance” as the main issue. Women knew they should be taking Calcium but still didn’t do it. We gave them permission to have gourmet chocolate “guilt-free” twice a day.

{ IMPLEMENTATION }
When Thomson Brands, a 125-year-old specialty chocolate company appointed us to help build the Adora brand, we knew that we had to focus on women’s love of chocolate. The superior taste of Adora (over leading established chocolate-flavored calcium brands) was key.

We initiated a local PR campaign to garner TV coverage (the footage to be used to leverage larger national placements).

We strategically rolled out the media outreach to coincide with their national mass-market launch into Target stores and other key retail chains. By using a “taste-testing” product delivery with Adora and competitive brands, we were successful in achieving coverage in key women’s magazines, TV, radio and influential web and blog sites, (one placement on Girlawhirl resulted in the most hits on the Adora website in one day – over 4,000)

To create a word of mouth buzz with women, we also showcased Adora at a series of Sheckey’s Girls Night Outs and Hollywood Life Awards.

{ RESULTS }
The campaign resulted in over 185 million consumer impressions and the Adora brand experienced national distribution in 18 months.