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Emergen-C tasked Coyne PR with helping to shift consumer perception to increase brand relevance beyond seasonal immunity and encourage consumers to see how Emergen-C can be an effective part of their everyday wellness rituals. To do so, Coyne PR executed a range of PR tactics, including a media group fitness launch event for the brand’s new protein product, targeted media outreach, an influencer program and strategic celebrity seeding to drive home the breadth of the product offerings among influential names.