Campaigns: Consumer/Healthcare - Dr Organic range has nothing to hide

Campaign: Dr Organic launch
Client: Holland & Barrett
PR team: Pure Public Relations
Timescale: April 2009-January 2010
Budget: £60,000

Dr Organic is a new range of body and skincare products including body lotions, shampoos, conditioners and more. All products are free from SLS and parabens, not tested on animals, and free from harsh chemicals and animal ingredients.

Objectives

- To introduce Dr Organic as a new leader in natural bodycare

- To communicate the benefits of products free from parabens and SLS

Strategy and plan

To launch the range the PR team created the theme of 'We have nothing to hide - do you?' An invitation was sent to press on a mirrored card and the event took place in a forest-themed venue, surrounded by mirrors, to continue the 'nothing to hide' theme. The launch event was presented by natural health expert Dr John Briffa. The campaign also recruited Melanie Sykes as a spokesperson and focus for media coverage.

Measurement and evaluation

More than 120 articles appeared across print media, digital and TV including in You Magazine, the Daily Mail, The Times, The Daily Telegraph, Now, Zest and Reveal. T4 presenter Jameela Jamil has been quoted in several articles saying she is a fan of the range.

Results

Dr Organic turned over in excess of £6m in the first nine months of being on sale.

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