Goody® and i|m ™ Brands Use Targeted Campaign to Reach Out to Performance Driven Women Around the Country
SAN DIEGO, CA – June 5, 2007 – Newell Rubbermaid has selected Active Marketing Group, a full service marketing and promotions agency known for its access and insight to active lifestyle consumers, to align its personal care brand portfolio, Goody® and i|m, ™ with active, health conscious female consumers. In an effort to promote brand value, Active Marketing Group has created an interactive, performance-based campaign that will utilize a team of amateur sponsored athletes, work with the non-profit organization Girls on the Run (www.girlsontherun.org) and provide on-site event marketing and sampling.
As a way to reach Goody’s target consumers, women ages 15-45 and girls ages 8-11, Active Marketing Group will use its access to active individuals to develop Team StayPut, a sponsored athlete program that pairs 104 female athletes from both the United States and Canada with Goody hair products. Each of the athletes chosen for Team StayPut becomes a brand ambassador for Goody and is required to compete in six endurance events throughout the year. In conjunction with being ambassadors, the athletes will partner with their local Girls on the Run® chapter to serve as mentors, coaches and motivational speakers to girls in the program as well as participants in local Girls on the Run 5ks.
Active Marketing Group will also interact with the endurance community on behalf of the two brands, Goody StayPut and i|m, at 27 events in the U.S. and Canada throughout 2007, including eight of the Danskin Triathlon Series, the ING New York City Marathon and 20 Girls on the Run events. Active Marketing Group will create an interactive experience through branded displays, product sampling and consumer connections to engage and educate race participants and supporters. In addition, there will be a targeted sampling program during the year to distribute 4.7 million product samples at active lifestyle events, health clubs, parks and recreation departments and youth sports leagues.
“Event marketing and sampling is such a big part of our marketing communication efforts, and Active Marketing Group was the perfect fit for our Goody StayPut and i|m active brands because they have a unique offering in the industry where other event agencies can’t compete,” stated Jennifer Ingram, director, marketing communications for Goody, i|m and ACE. “Active Marketing Group is providing us with meaningful access to countless numbers of athletes, parks and rec leagues, athletic centers and more, with whom they have personal relationships, via their online network. When we said that we wanted a program that enhanced our Girls on the Run relationship, they listened and delivered by creating Team StayPut. This is the right kind of partnership for us!”
The Goody and i|m brands are about performance and are dedicated to providing a useful product to their consumers who perform in a variety of ways everyday. By inserting their brands first-hand into the endurance market through Team StayPut and Girls on the Run, Newell Rubbermaid is accomplishing its goal of offering quality products for women who are committed to performing at their best.
“We’re very excited to partner with Newell Rubbermaid’s personal care brands and to provide them with a relevant and meaningful campaign that will put them face to face with their key consumers,” stated Eric Magnuson, senior vice president, managing director, Active Marketing Group. “We look forward to strengthening the Goody and i|m brands and Team StayPut’s impact in the community through our access to millions of active individuals.”
For more information about Goody, i|m, Team StayPut or any of the Girls on the Run events that Goody will be present, visit www.TeamStayPut.com.