David Fontana

​What happens when you have a mom targeted brand and you don't talk to them.... NOTHING.

That was the case here - Moms, the core target, were not being engaged.

It gave me the opportunity to relaunch Kobayashi Healthcare’s BeKoool line of products aimed at providing relief for children’s fevers, adult migraines and hot flashes. The initial product launch and 3 years of media support netted a brand awareness level of less than 5% and poor sales. 

This national relaunch, which had a much smaller budget than the original launch, had one core insight, "target Moms".

Awareness grew to 40% in one year. Sales increased by 250%, despite a mild cold/flu season.

Media Touchpoints

• National & Local TV and Cable
• Print
  
• Sponsorships​
• Coupons / POS
  

Marketing & Media professional