If you see your product on a horse, put your money on it.
When a racehorse wearing a controversial nasal strip struck national headlines in the US, Grey NY knew they had struck gold for their client GSK.
All they had to do was insert GSK’s widely known but misunderstood Breathe Right Nasal Strips brand into the frenzied media conversation.
With the next race in only 20 days, Grey rushed out fully integrated communications that helped turn the conversation. Instead of how nasal strips help horses breathe and race better in the Belmont Stakes, it turned to how Breathe Right can help humans breathe and sleep better in the bedroom.
The work included sponsorship of the nationally televised race, PR to engage and educate the media, a bespoke TV commercial plus onsite activation, sampling and social media.
The quick, reactive campaign achieved one billion impressions and double-digit sales increases on less than $500,000.