ISSUE:
The Coyne PR beauty team was charged with creating a gladiator-sized PR blitz surrounding champion boxer and TV personality Laila Ali’s ad campaign for Palmer’s Cocoa Butter Formula pregnancy products.

IDEA:
To capitalize on Laila Ali’s appeal to both mainstream and sports-centric media, Coyne developed a two-day media strategy to help maximize coverage for Laila’s partnership with Palmer’s Cocoa Butter Formula products. This “one-two” punch began by inviting top outlets in the broadcast, entertainment, sports, parenting and ethnic categories to watch Laila bare her pregnant belly for the first time at the Palmer’s ad shoot in New York. On the day following the shoot, the team scheduled a round of one-on-one interviews with top New York and national media outlets to discuss the campaign and its significance to the pregnant boxing champ.

IMPACT:
The heavyweight blitz was a “hit” with the media, landing more than 77 million media impressions in print, Internet and broadcast outlets nationwide. The image of Laila’s pregnant belly from the shoot was featured in Star, USA Today, Jet and the Associated Press, just to name a few, while personal interviews and backstage footage landed on “Inside Edition” and “Night Talk” on Bloomberg TV. Overall, Laila’s belly-baring experience with Palmer’s made a huge splash for the brand’s upcoming ad campaign!