Winner: Cone Communications- My Underwear is Cooler Than yours: Jockey Launches Staycool Collection
For the launch of Jockey International’s new Staycool Collection, Cone Communications developed a four-phase approach that included a collection launch, an ad campaign launch, a launch event at Macy’s Herald Square and a summer heat pitching campaign. Consumer feedback on the Staycool products found that 93% said the product delivered on its cooling claims.
Cone was able to use this statistic, as well as mold the technological language that described the advanced material used into simplified messages. Cone used Jockey spokesperson and NFL quarterback Tim Tebow, along with a variety of media outreach tools, to generate and extend visibility of the collection.
The launch was Jockey’s most successful media relations campaign to date, meeting all objectives and surpassing all goals. Cone was able to not only drive product trials and sales, but also position Jockey as a category leader and as a brand that drives innovation. —DA
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