Challenge:

Take a product that has a very loyal, but small following and push to mainstream consumers to build brand awareness and corner the market on low calorie bar mixes before a Smirnoff or other big brand comes to market with a low calorie substitute

Build brand awareness and create collateral by getting third-party reviews that comment on the taste, originality and low calorie results for the Baja Bob crew to take to retail meetings
Aid in building the relationship with retail and grocery outlets by creating joint announcements and press for partners who are carrying the Baja Bob line of bar mixes: Change the brand from low carb to low calorie (once the low carb craze ended)

Strategies:

Launched Baja Bob’s to mainstream press and beverage industry trade publications, focusing on key messaging and the name brand recognition of Splenda, which is well-known and popular among sugar substitutes.

Created a dedicated “review” department that focused on pitching editors to “try” out Baja Bob’s for themselves to support that just because it was low calorie – the taste was great!
Hit health writers and new age publications to tout a healthy life-style for people who occasionally wanted a cocktail, but not the calories.

Tactics:

Dropped the “low carb” label and messaging months before the low carb craze died – sent weight watcher’s point system to key editors and placed a point evaluation to the bar mixes to emphasize a “low calorie” diet

Participated in a MTV Award pre-party in Beverly Hills the day before the MTV Music Awards and gave out free Baja Bob “swag” to promote and establish the brand among influencers

Followed-up each new flavor with a product launch style PR program; complete with press release, packet samples for trials, and photography to show the breadth of the line

Created pitches around main holidays such as “Don’t Gain that Holiday 10,” “Recipes for New Year’s Eve,” “Tips to Keep your Weight Resolution” and others

Launched the Baja Bob’s business story – highlighted the two creators who were doctors and now entrepreneurs

Worked with retail establishments such as Amazon.com, Costco, Whole Foods and other high-level outlets on promoting Baja Bob’s in-store

Results:

This is PARTIAL listing ...
- Beverage Industry News [Best Product of 2004 Award] (1-05-05)
- Marie Claire [Cinco de Mayo Margarita Recipes] (May 2005)
- Chicago Sun-Times [Food Section] (4-28-04)
- Convenience Store Decisions e-Store [martinis] (3-24-05)
- Denver Post (1-30-04)
- Entrepreneur article
- Fitness Magazine [Get Ready for Spring] April 2005)
- Food & Dining (1-28-04)
- Instinct Magazine (July 2005) - print issue
- LowCarb Living (July-August 2004 issue)
- NBC News 14 [WFIE] (1-12-04)
- Newsweek (2-2-04)
- Newsweek Japan [martinis] (October 2004) - print issue
- San Diego Metropolitan [Daily Business Report] (5-06-04)
- Sweat Magazine [martinis] (Feb 2005 issue)
- The Evening Sun [Cinco de Mayo] (5-27-05) - print issue newspaper
- TIME [Low-Carb Nation] (5-03-04)
- TIME [Low-Carb Nation] (5-03-04) - print issue
- Today's Grocer (January 04)
- USA TODAY (5-05-04)
- Ventura County Star [Sipping Refreshingly in Summertime] (6-08-05)
- Arkansas Democrat Gazette (8-31-05)