SAMPLING / CONTINUITY PROGRAM - S. C. Johnson Wax

Soft Sense Shave Gel was the #1 shave gel in the country among women. It possessed a unique delivery system, and had a strong history of trial conversion. The challenge that the brand faced was to introduce the product to young women at the time they first begin to shave their legs. We recommended a sampling program targeted at young opinion leaders in high school, specifically cheerleaders. We negotiated a “first ever” contract with each of the three national cheerleading organizations to distribute samples and promotional materials in their cheerleading camps across the country. As an overlay to the sampling program, a continuity program was developed in which cheerleaders could collect proofs-of-purchase to receive up to a 40% discount on cheerleading apparel and supplies and win thousands of dollars in prizes. The brand also tied into TEEN magazine to further support the program through sponsorship of the Sportsgirl of the Year Program.