Dr. Bronner’s

PR Campaign


BRIEF

Increase awareness and provide support to open new retail channels and boost sales

"We can't thank you enough for all you do for us in the UK. Our sales growth has been impressive - our increased media presence has definitely been a major factor in any sales growth over there - so thank you for all your hard work on behalf of Dr. Bronner's".
- Ryan Fletcher, Dr. Bronner's, Washington, USA


STRATEGY

Dr. Bronner’s is a brand you just fall in love with. It is as ethical as you can get with its organic ingredients, fair trade practise and quirky family history and labelling. What’s more the products are really good and make you feel good using them.

As soon as we heard about Dr. Bronner’s we just knew that they should be better known in the UK. It’s not often we approach a company for business but this was the No 1 natural selling soap brand in the US and one of the oldest soap makers in history. What’s more, we knew we could make a big difference here.

In its 3 years of distribution in the UK Dr. Bronner’s had secured nationwide retailers, mainly within the health food shop sector. With the rise in demand for organic products we believed it deserved mainstream retailer attention but needed mass awareness to help achieve this.

We embarked on a major national campaign to put Dr. Bronner’s on the health and beauty pages of major national newspapers and magazines and stimulate mass viral word-of-mouth through a celebrity link.

Our viral campaign linked Dr. Bronner’s liquid soap, which has 18 different uses to its bad boy rapper fan, Eminem. Through a celebrity news agent the story “Eminem uses pest spray to wash his teeth” went viral attracting over 66 million hits around the globe including The New York Times.

Seven years on, we continue to tell the Dr. Bronner’s story with great pride supported by the brand’s celebrity supporters including Bobbie Brown, Lady Gaga, Natalie Portman and Sandra Bullock.


RESULT

Dr. Bronner’s Magic Soap is now available in major retailers nationwide including Selfridges, ASOS, Fenwick and Bentalls as well as all leading health food outlets.

Audience reach 2015 > 378 million

Mass media coverage including Stylist ‘Beauty intelligence’, The Observer ‘Eco-guide to cleanliness’, Stella magazine ‘Our personal bests’ and a favourite of India Knight at the Sunday Times Style who says it all with ‘Come the Apocalypse you want a bottle of this about your person’.

www.drbronners.com

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