Ensure

Goal/ Objective:

Strengthen brand awareness and promote acceptance of Ensure and Glucerna brands by gaining access to events targeting seniors and women.
Using the FairAmerica and FestivalUSA programs, EMS coordinated and managed a national campaign on behalf of Ross Products’ brands Ensure, Glucerna, and Zone Perfect.

Strategy:

• Ensure and Glucerna: EMS conducted campaigns including sampling, couponing, retail- tie-ins, and admission discount programs at the following events:

• Ohio State Fair, Arizona State Fair, Florida State Fair, Florida Strawberry Festival, State Fair of Texas and South Florida Fair.

• Race for the Cure in Atlanta, Boston, Chicago, Dallas, Miami, Phoenix, San Francisco and Washington, D.C.

• Zone Perfect: EMS secured trial and awareness programs at large health and sports related events in California and Oregon markets including the Safeway Classic in Portland, OR, and San Diego County Fair.

Results:

Ensure and Glucerna brands:
Reached 4 million people in two years.
Over 100,000 products sampled.
Same market sales increase vs. same time previous year.

Zone Perfect:

• 29,000 bars sampled.
• Brand exposed to over 220,000 people at two selected event.