The Richards Partners, the prominent and thriving PR branch at The Richards Group located in Dallas, Texas performed a case study on their Cherry Vanilla Dr. Pepper Launch. Because this novel taste signified the first flavor launch in over 100 years and needed proper exposure, Dr. Pepper looked to The Richards Partners for assistance.
The Richards Partners coordinated a soda fountain themed launch, coupled with appearances by “Elvis,” “Marilyn Monroe,” and the University of North Texas marching band. Additionally the press received multimedia news releases and custom Cherry Vanilla Dr. Pepper gift baskets filled with product and promotional items. Finally, to further endorse the new product, for every Cherry Vanilla Dr. Pepper sampled Dr. Pepper consented to contribute $1 to the American Red Cross.
The Cherry Vanilla Dr. Pepper launch orchestrated by The Richards Partners symbolized a successful execution of a PR promotion that reaped tremendous benefits. Due to their dedicated efforts and creativity, post launch, sales tripled the originally anticipated figures. This proves that when an innovative strategy is applied and correctly positioned, positive results ensue. For further details visit The Richards Partners website at http://www.richardspartners.com/Home.aspx
The Richards Partners coordinated a soda fountain themed launch, coupled with appearances by “Elvis,” “Marilyn Monroe,” and the University of North Texas marching band. Additionally the press received multimedia news releases and custom Cherry Vanilla Dr. Pepper gift baskets filled with product and promotional items. Finally, to further endorse the new product, for every Cherry Vanilla Dr. Pepper sampled Dr. Pepper consented to contribute $1 to the American Red Cross.
The Cherry Vanilla Dr. Pepper launch orchestrated by The Richards Partners symbolized a successful execution of a PR promotion that reaped tremendous benefits. Due to their dedicated efforts and creativity, post launch, sales tripled the originally anticipated figures. This proves that when an innovative strategy is applied and correctly positioned, positive results ensue. For further details visit The Richards Partners website at http://www.richardspartners.com/Home.aspx
1 comment:
Good case study. Lots of solid lessons.
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