Bengay Patch – Consumer Sampling & Guerrilla Marketing Campaign

Challenge:

Use trial and awareness tactics to increase exposure for Bengay Patch while driving measurable results. Build a new user base among the 35 – 49 year-old set by changing their perceptions of the brand.

ZAG Solution:

ZAG developed a highly efficient trial & awareness program that used the largest and most strategic, nationwide events to connect with this new consumer base at “the point of pain”.  Using young, vibrant sampling staff, eye-catching equipment, signage and apparel, ZAG was able to help update the brand’s image at these events. U.S.A.T.F. events, stadiums, arenas, marathons and lifestyle events were saturated by Bengay Patch teams who educated consumers about how and why they should use this product.

RESULTS:

• Program helped drive sales beyond client expectations
• Over 3MM consumers reached on a one-to-one basis
• One of the most successful launches in category history
• Program was renewed 3 times