2016 Agency Elite Awards: Product Launch

Co-Winner: Alpaytac Marketing Communications/Public Relations - SharkNinja Enters Coffee Market with Ninja Coffee Bar Launch

When a client has never been in the coffee category and plans to launch a coffeemaker, an agency has got quite a task ahead of them. Alpaytac began working with SharkNinja nearly 12 years ago, helping to build the company into the huge brand it is today. The key to the Ninja Coffee Bar launch was to showcase the product not just as another coffee maker, but as an absolute “must-have” product because of its unique capabilities. That meant not only reaching consumer media, but also key influencers who could validate the necessity of the product. Alpaytac positioned the Ninja Coffee Bar as the best coffee maker on the market in terms of technology, highlighting its versatility, capability, affordability and unique design.

Alpaytac’s product launch strategy, coupled with persistent media follow-up, was rewarded with a consistent flow of coverage. Alopaytac was able to secure 197 media placements that garnered more than 223 million impressions for the Ninja Coffee Bar, including placements in media outlets like CNET, Woman’s World and "The Rachael Ray Show."

Co-Winner: Murphy O'Brien Public Relations - Lynx Smart Grill: Smart Gadgets Enter a New Market

Lynx Grills, the preeminent maker of luxury grills, wanted to position their brand-new Smart Grill—the world’s first voice-activated grill—as a groundbreaking step in marrying technology with culinary products. The team’s objective was to launch the Lynx Smart Grill to a national print and broadcast audience, particularly those outlets that reached the target affluent consumer market.

Coverage of the Smart Grill carved a new market within the smart appliance vertical. For several years, voice-activated and sensor technologies influenced the development of in-home appliances. Targeting the media with a carefully curated story angle, Lynx Grills was recognized as the first appliance manufacturer shepherding this trend to the outdoor cooking market, and its Smart Grill was positioned as the pioneer product of the movement.

Honorable Mentions:

  • GOLD PR ~ Galderma Laboratories, L.P. – “Perfecting the Pout”: Launch of Restylane Silk
  • Inner Circle Labs – The L16: Bringing New Light to Photography
  • PAN Communications - Artec 3D Shapify Booth Launch
  • Peppercomm - LEVL CES Launch