JL Media - Full Service Marketing Agency

Creating promotions and delivering success both in driving trial and database development.

Client Requirements: Create awareness and excitement for this promotion and increase overall brand awareness above in store POP and on package identification.

Challenges: Make consumers aware of the "Ricola Mystery Cougher" and the chance to win up to $1,000,000 and deliver clues as to what city and where he may be in that city and what is required to participate.

Strategy Developed: Use Radio, specifically National Radio for overall awareness and local Radio for selected "Mystery Cougher" appearances.

Enlist major radio personalities on top Networks and Stations to reveal clues as to the location of the Mystery Cougher in the selected town/city.

Have Stations promote above paid schedule, be on hand, and photograph winners at the event and then publicize the excitement and winner's total winnings and then post photos on Ricola's website.

Success: During the promotion, Retail sales (+3.9%) and brand awareness (+6.7%) as well as overall website traffic (+18.7%) all increased.