Featured case study: Procter & Gamble’s ThermaCare

Program: Procter & Gamble’s ThermaCare
Product: Orangina
Status: Executed January 2002 through November 2002.
Summary: A new product launch executed in 7 ski resort markets, 20 major city markets, a PGA tour sponsorship and numerous additional special events. Program used both guerilla intercept sampling and event days at fairs/festivals, tradeshows and athletic events. Program ran 4 to 8 weeks in each market; PGA tour as well as additional events are ongoing.
Role: For each market Team Marketing provided a manager, assistant manager and all samplers as well as costume character. Responsibilities included hiring, training, payroll and supervision of each markets’ managers and samplers. Our management and staff were responsible for all facets of the program – event site relationships, scheduling, vehicle maintenance, inventory tracking and supply. All payroll for the entire program ran through Team Marketing.

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