2012 Platinum PR Awards: Product Launch

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 


Honorable Mentions:


American Girl, LLC with Weber Shandwick – The Music of American Girl: Partnering in Perfect Harmony: American Girl used music as the storyteller for the launch of its two new characters, with an original song,“A Lot Like Me,”based on the real-life characters’ friendship.

Coburn Communication – SOMEDAY By Justin Bieber Fragrance Launch: Coburn generated more than 1.9 billion initial media impressions with its launch publicity, totaling over 5 billion to date, for Justin Bieber’s first fragrance for women.

Cohn & Wolfe with Valvoline – Valvoline NextGen: Launching a “Green” Motor Oil without Making Influencers See Red: Through the Valvoline annual report, Cohn & Wolfe helped generate mass awareness and sales of Valvoline’s green motor oil.

Impress Labs – Deca Technologies Launch: Impress Labs created a five-month program for Deca Technologies, resulting in a number of immediate editorial opportunities, and provided Deca with a platform to talk in greater detail about its core offering.

Hellerman Baretz Communications – 7,000 to 1: Holwell Shuster & Goldberg New Law Firm Launch: Hellerman Baretz Communications helped launch the law firm Holwell Shuster & Goldberg with an eye toward humanizing the new firm, leading to media exposure and dozens of potential client phone calls in the weeks that followed.

Hill+Knowlton Strategies – The Force is Strong with “Star Wars: The Complete Saga” on Blu-ray: Indeed, the force was strong with H+K’s campaign for the release of Star Wars: The Complete Saga on Blu-ray, resulting in over 1 billion impressions and more than $265 million in advertising value.

Sprint and Stanton Communications – Taking Mobility to a Whole New Dimension: Sprint and Stanton successfully orchestrated a national launch of the HTC EVO 3D, a new Android phone with 3D technology, at CTIA, attracting a whopping 400 reporters, analysts and partners, setting the record for any Sprint media event to date.

The Venetian Resort-Hotel-Casino – The Venetian and The Palazzo Las Vegas Announce First-Ever Winter in Venice Holiday Celebration: The Venetian and The Palazzo communications team executed 10 events around Winter in Venice Holiday Celebration, garnering $4.6 million in publicity value and securing placements in more than 150 media outlets. 


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