Cannes Lions

PEPTO-BISMOL

PUBLICIS NEW YORK, New York / PROCTER & GAMBLE / 2011

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Overview

Entries

Credits

Overview

Description

Nothing says summer overindulgence in the US like hot dogs, so we partnered with the famous Nathan’s Hotdog Eating Contest held every July 4th in New York City. But to truly connect indulgence and Pepto to garner additional usage we needed someone to endorse the product.Joey Chestnut is currently ranked no.1 in Major League Eating, and in 2009 broke the record by eating 68 Nathan’s Hotdogs and Buns in 10-minutes. We made Joey the face of Nathan’s Hotdog Eating Contest, and after he retained his title by eating 54 hotdogs he raised the championship belt and took a dose of Pepto.Sales of Pepto-Bismol increased 10 percent during the month of July and they increased 20 percent in New York alone.

Execution

Third-Party Partnership:· Coordinated Nathan’s Hot Dog Eating Contest sponsorship, including signage, logo on championship belt, t-shirts and product integration of winner taking Pepto-BismolNathan’s Execution:· Conducted national media outreach offering interviews with spokes-eaters · Integrated Pepto dose during the winning moment, creating the ultimate photo op, while crowning Joey Chestnut the winner · Distributed b-roll to local media · Featured Pepto-branded photo cut-out with upload to Facebook and distributed branded thundersticks Social Media Amplification:· Pitched food, sports and lifestyle bloggers leveraging MLE partnership and spokes-eaters · Created infographic and seeded to bloggers and citizen journalists· Utilized micro-contests with product giveawaysFood Festival Execution:· Conducted local media outreach · Partnered with radio stations for chance to compete against Joey· Featured Pepto-branded photo cut-out upload to Facebook and distributed branded thundersticks · Held eating contests with Joey versus five consumers

Outcome

- Sales of Pepto-Bismol increased 10 percent during the month of July - Sales increased 20 percent in New York alone- Generated more than one Billion impressions including placements in Wall Street Journal, Associated Press, CNN, CNBC and Today show - Reached more consumers through PR in two weeks than in the full previous fiscal year- Pepto-Bismol was featured on live ESPN continuously, which garnered its highest ratings ever- Increased social media discussion of Pepto-Bismol with more than 650 tweets, and nearly 41,000 Facebook "Likes" and an unprecedented number of Google product searches

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