ISSUE:
Coyne PR was asked to make a splash with media and consumers by launching the brand’s new product extension – Crystal Light On The Go – the first-of-its kind single serve packet containing the perfect amount of Crystal Light powdered soft drink mix to add into 16.9 oz. water bottles.

IDEA:
With bottled water consumption at an all time high and consumer demand for healthy beverage options increasing, Coyne PR developed a strategic print media outreach campaign that positioned Crystal Light On The Go as an innovative way to wake up your bottled water and as a new option for helping consumers meet the daily recommendation for water. A fun and creative mailer was developed that leveraged the product’s key attributes (portability, low calorie and innovation) and provided a unique opportunity for key food and nutrition media to sample the product. In addition, since Crystal Light is a free exchange for consumers with diabetes, a specialized mailing was also sent to key nutrition influencers from the American Dietetic Association and the American Association of Diabetes Educators.

IMPACT:
The campaign garnered significant national exposure in leading magazines, newspapers and online sites, totaling approximately 49 million consumer impressions and 170 placements. Top Placements include SELF, Allure, Complete Women, CosmoGirl!, Fitness, Health, Men’s Exercise, Muscle & Fitness, Diabetes Educator, Arizona Republic, Atlanta Journal Constitution, Dallas Morning News and the St. Petersburg Times.