Pepcid Complete Case Study

CHALLENGE

In a fiercely competitive category, the Pepcid Complete brand team needed to connect with potential consumers on a grass-roots level

Strategy

Create buzz with a "fiery" theme, challenging consumers to try Pepcid Complete against their current heartburn treatment, reinforcing & proving the Pepcid Guarantee statement

Solutions

Integrated marketing promotion connecting local firefighters to heartburn relief

• Mobile tour that brings the Pepcid Challenge to life via a unique consumer destination area, with product samples, and interactive events at food & music festivals, professional sporting events, parades, air shows, and state & county fairs

• Fabricate a visually exciting, custom-designed, fully interactive Pepcid Complete branded replica fire truck to capture consumer attention

• Mobile kitchens known as Pepcid Hot Spots offer spicy chili and a Pepcid Complete sample

• High tech audio adds to the sensory experience by delivering Pepcid Complete brand benefits to educate consumers during the event

• Local fire stations provide fire safety lectures & activities, and posing for photos with consumers

• Created Three Alarm Firehouse Recipes Cookbook with hot & spicy recipes from local fire fighters throughout the United States, and Pepcid coupons included in the cookbook as a bonus. Donated sales proceeds to local participating fire stations. Cookbook also used as POP incentive at retail

• Support event with in-store displays, in print, online, PR, and radio

• Search Engine Optimization techniques incorporated to increase traffic to the site and improve ranking

• New site architecture improved usability and made for a more engaging user experience

• Establish strong associations with target consumers on what matters most to them

Results

• Over 30MM offline impressions expected through events, newspaper ads, FSI and in-store displays

• Over 100,000 hand-to-hand samples distributed