Lady Speed Stick

What they asked us to do ...

How often do you think about your deodorant?  Probably not at all. That’s the challenge Lady Speed Stick posed to Cohn & Wolfe as it geared up to launch of a new line of antiperspirant designed for women on the go.
 

What we did ...

Armed with insights about today’s busy woman, Cohn & Wolfe developed a multi-year “24/7 Lifestyle” PR campaign that positioned the brand as a must-have beauty product for the 24/7 woman. The non-stop program ranged from an editor event at the 24-hour luxury Mandarin Oriental Hotel with “Sweat Experts” to the use of Maria Sharapova who talked about her own 24/7 lifestyle. In the next year, Cohn & Wolfe helped the brand underscore its 24/7 lifestyle positioning with a first-ever “National Day Diary Project” – a national call-to-action inviting women to keep a 24-hour diary and marvel at all they accomplish. Fueled by a partnership with Joni Cole, author of “This Day in the Life” book series, Lady Speed Stick 24/7 is hosting a branded online gallery at www.my247life.com, where women can post and read diaries and one lucky woman's entry will be published in Joni’s next book.
 

Our results ...

In 2006, the first year of the campaign, this creative approach brought an unprecedented level of media attention for the brand, contributing to double-digit sales versus prior year and a share increase not seen in more than a decade. The PR outreach generated more than 70 million impressions and earned the product Redbook’s “MVP Beauty Award.” Building on that success, the National Day Diary program alone has generated more than 90 stories, all featuring the brand’s microsite. In addition, the program increased online web traffic by more than 500 percent.