C&C launched Jamieson Digestive Care, a new line of natural probiotic products to relieve gas, bloating and diarrhea, and simultaneously, introduced Jamieson into a new retail aisle – “The StomachSection”. C&C created a humorous It Happens media kit complete with a whoopee cushion and a lighthearted but informative booklet filled with stats on stomach discomfort was designed to overcome the media’s reluctance to cover gas, bloating and diarrhea. The head on with humourPR-approach worked. The media relations campaign secured an audience reach of 12 million and an MRP score of 85%. As a result and according to Nielsen MarketTrack, by the end of the year, Jamieson was selling the highest volume of any other Probiotic brand in both the stomach and the vitamin aisle.
April 9, 2018