A few months after we launched HONEST, Coca-Cola asked us to think about the launch of HONEST kids, an organic drink specifically for kids, low in sugar and very tasty.
What we did.
We worked in 3 phases:
- We sent a product press release to long lead media a few months before the actual launch, so they could integrate HONEST kids in their September edition (back-to-school).
- We sent a product mailing to short lead media (online and dailies) and mommy influencers, together with healthy snack recipes from our ambassador Everyday Marta (food and mommy influencer).
- We organised a healthy snack workshop with Everyday Marta for mommy influencers, introduced by a dietician and Coca-Cola’s communication manager.
What we got.
We got nice press coverage in Sud Presse, Flair, Femmes d’Aujourd’hui, hln.be, lavenir.net etc, resulting in a PR value of around 135.000€.
14 mommy (and daddy!) influencers attended our workshop event and shared about 100 IG stories and IG posts.
About 30 mommy influencers talked about HONEST kids on their social media channels after receiving our mailing.