Idea: PPFA tapped Corbin to drive the strategy, messaging, and sampling for a February 1 launch, aimed at targeting women 18 to 34, in an understated, new way. "We're trying to make this more about the brand [and] the potential advocacy that can come from it," said Hillman, who also explained that his team was trying to mold the perception of a high-end, stylish brand to be sold at boutique hotels and upscale nightlife locations throughout the US.
Tools: Phase one of the effort coincides with Fashion Week and falls near Valentine's Day and National Condom Week, starting February 11. "Given this brand's departure from the track," noted Hillman, the PR team is focusing on guerilla tactics, including sample distribution in "stylish" New York neighborhoods, and a heavy consumer fashion-oriented editorial push. For the February 1 launch, the team is working on goody-bag placement at Fashion Week and a product Web site. The team is also targeting celebrities and PPFA advocates. Depending on early results, phase two of the program may focus on an interactive strategy. Hillman mentioned the possibility for a YouTube video and MySpace campaign.
Measurement: The effort will be measured by the value of media placement and sales results.
Organization: Planned Parenthood Federation of America
Campaign: Launch of new condom brand, Proper Attire
PR team: Corbin & Associates
Launch: February 1