PINK Power: See how this brand effectively showcased its dependability in various eating occasions!
Such an innovative strategy empowers marketers to unleash their creativity and execute campaigns in the most clever and effective ways! Today, let's explore an out-of-home guerrilla marketing campaign by a medicine brand. Read on to discover how this brand engaged with its consumers and encouraged them to consume the product especially when the situation calls for it.
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PINK Power: See how this brand effectively showcased its dependability in various eating occasions! It’s hard not to eat when you have all kinds of delicious dishes on the table. Salads… Pastas… Pizzas… Desserts… Passing up all these kinds of food is really a challenge, especially during special occasions! BUT… Have you ever experienced going through heartburn, constipation, indigestion, acid reflux, and the likes due to food overindulgence? What did you do to relieve yourself of such difficulty? Did you just let it go away on its own? In today’s article, we’ll feature a brand that's got you covered whenever you’re enjoying your food galore. Through a summer campaign, this PINK medicine reminded consumers that it can be a reliable companion in seasons of feasting. The brand's name? Pepto-Bismol!
Pepto-Bismol is a stomach medicine made by consumer goods company Procter & Gamble (P&G). The medicine contains the active ingredient bismuth subsalicylate, which aids in stomach-related problems by increasing fluid absorption in the intestines, reducing inflammation, calming intestinal spasms, and lowering stomach acid. The brand’s target market is consumers aged 18 to 49. The problem? In 2010, 40% of households in the U.S. had Pepto-Bismol at home but hesitated to use it. Just imagine all those pink medicines left unused in people’s cabinets! In response to this concern, P&G aimed to educate the public on the medicine’s proper usage, particularly during festive seasons and gatherings. The brand wanted to inform consumers that the medicine got their backs if they ever feel any stomach discomfort. However, conveying this message was not easy. P&G had to think of a clever and effective way to show how Pepto-Bismol could work for target consumers. So, P&G planned an extensive guerrilla marketing campaign with a strong public relations focus in 2010. The event encompassed out-of-home and print advertising, as well as events that had interactive and retail elements. The name of the campaign? “Pepto-Bismol Takes A Bite Out of Summer Campaign!”
Pepto-Bismol partnered with global public relations firm MSL Chicago and carefully planned a two-phased strategy to reach both local and national television audiences, and gain exposure in daily newspapers, radio, and online publications in the U.S. The first step in the campaign was announcing Pepto-Bismol’s sponsorship of the 2010 Nathan’s Famous International Hot Dog Eating Contest. Here, the campaign team ensured Pepto-Bismol was featured prominently in all media events and broadcasts. To make the campaign more captivating, Pepto-Bismol worked with Joey “Jaws” Chestnut, a world champion competitive eater, to help remind people to take Pepto-Bismol when needed. Chestnut admitted that he often suffers from an upset stomach, and so for the 2010 eating contest, he made sure to bring Pepto-Bismol with him. As the campaign message said… “If Pepto can work for Joey Chestnut’s upset stomach, imagine what it can do for you.”
There’s more! After the hotdog eating contest, P&G partnered with Major League Eating (MLE) to host additional contests in various locations, including the Bite of Oregon in Portland, Oregon; Austin Ice Cream Festival in Austin, Texas; San Francisco Street Food Festival in San Francisco, California; and the National Buffalo Wing Festival in Orchard Park, New York. Was the “Pepto-Bismol Takes A Bite out of Summer Campaign” effective? Pepto-Bismol was able to gain attention through the various eating contests mentioned above. The guerrilla marketing campaign had also drawn MASSIVE in-person attention and press impressions. Below are the results of the guerrilla marketing strategy:
Additionally, the campaign bagged the following awards:
Clearly, this campaign gave people the assurance to enjoy festive seasons and gatherings because Pepto-Bismol got their backs. Kudos to the marketing team for successfully executing this campaign! *Claps* — One of the ways brands can demonstrate the proper use and essence of their products is by showcasing it to people in real-life events. This was what Pepto-Bismol did, which resulted in people’s awareness, several recognitions, and increased attention. Moreover, selecting the right brand “representative” is essential for effective marketing. In the case of Pepto-Bismol, Chestnut proved to be the ideal advocate, given his reputation as a world champion in food eating contests. This made him an influential figure to encourage people to take the stomach medicine in appropriate circumstances. Another thing marketers can learn from this guerrilla marketing campaign is that they can also orchestrate nationwide campaigns or strategies if they wish to engage with a more extensive in-person audience. Along with that, they can also gain widespread attention through careful planning and organized execution. Tune in for another mind blowing guerrilla marketing campaign story next week! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how this beer company found a clever way to market its product? See it in next week’s article! |
