360 Degree Launch Execution

360 Degree Launch Execution


Develop a launch program for Cashmere UltraLuxe bathroom tissue to get Kruger Products LP sales team along with retailer buyers to support the brand plus create a memorable in-store consumer experience.


BTI started with engaging the sales team at the national sales conference by presenting them each with a special gift box containing an iPod with an introduction message. The team was then armed with full size gift boxes containing Cashmere UltraLuxe along with a sell sheet and folder for key accounts. BTI also designed a sample pack with a coupon to be handed out at events and in-store to encourage product trial.


As a result of a broad retailer listing, in less than 6 months there have been over 600 in-store demos with 60 stores featuring models wearing White Cashmere dresses, distribution of over 250,000 samples, 4 major trade show appearances, 10 trade ads, making for a full 360 degree execution with more to come.