The challenge: to ensure that the brand and products are placed in lifestyle, daily media and consumer health magazines in a thematically appropriate way. Past experience shows that samples are often suitable as “door openers” to the editors. PR works as well for clients with smaller products as it also does for clients with larger products, such as Philips.
In addition to products, storytelling now plays a big role: We focus on seasonal themes such as Valentine’s Day, the beginning of summer or themes such as “healthy and fit through the winter” and try to embed products in a thematic hook that shows the product in use and makes clear what consumers can expect from it. The use of Key Opinion Leaders (KOL) such as nutrition experts, doctors or coffee experts can additionally underline/ highlight the credibility of a product and its function and lead consumers to follow the advice of a KOL and evaluate a product as particularly high quality. In the long run, this contributes to credible brand building, not only strengthening the product value, but also the brand promise.