CAMPAIGN INSIGHT

Cool Charm Re-Launch

The re-launch of Cool Charm personal care products was prompted by the impending introduction of new variants and re-styled packaging. The aim was to breathe new life into a well-established brand and to create interest in the new products.

AMG developed, integrated and implemented a successful communications campaign which included:

• The creation of the ‘Cool Charm Girl’ concept
• All creative and production of a Cool Charm TVC
• Creative and production of magazine advertisements
• Direct marketing to beauty editors with new product
• Editorial publicity
• Product pack giveaways through radio stations and magazines
• Sponsorship of Girls’ Day Out Netball Challenge with signage, media and sampling
• Sampling at selected beaches and summer events
• Product to intermediate schools for distribution in personal health classes to create brand awareness in the emerging market sector.

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