To elevate brand awareness & increase market penetration in Quebec, 1Milk2Sugars worked with Emergen-C to onboard famed Montreal Canadiens Hockey Player, Phillip Danault, as the first-ever Canadian Brand Ambassador. 1Milk2Sugars worked with Phillip to produce a range of images, to amplify the partnership and bring a fresh face to the brand’s commercial assets. The Sugars also launched an integrated communication strategy to highlight the partnership among media and fans of the brand.
WHO
Emergen-C
Emergen-C Immune+
WHAT
Brand Messaging
Ambassador Casting
Photoshoot Production
Media & Influencer Relations
Social Media Strategy
Event Design & Planning
Consumer Meet & Greet
HOW
A photoshoot was organized to produce branded assets to be leveraged during the campaign at various touch points throughout the consumer journey. 1Milk2Sugars issued a Press Release announcing the partnership and provided media interview opportunities with Phillip to garner in-depth stories around his role and personal use of the product. We provided direction and supported Phillip in the creation of Instagram content to be leveraged on the brand’s own platforms and in order to elevate the partnership with consumers, we hosted an in-store meet & greet event at Costco in his hometown of Montreal.
WOW
Response to the partnership was overwhelmingly positive; garnering outstanding media coverage for the brand, highly engaged social media interactions and an elevated awareness for Emergen-C in Quebec, surpassing our impressions goal. Given the success of the campaign, we have been retained to work with Phillip in year two to take the campaign National, reaching Canadians from coast to coast.
320,000
Total Social Media Impressions
12M
Total Media Impressions
4%
Social Media Engagement
(2.9% is the industry average)