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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