marlo marketing. fully integrated marketing, public relations, and creative services agency based in Boston, Massachusetts and New York City

From influencer engagement for luxury hotels to website design for assisted living communities to public relations for iconic beer brands, we cover a lot of ground.

In industry lingo, we’re considered a full-service integrated consumer marketing agency.

In our lingo? We just get sh*t done.

Case Study: Cape Cod® Pink Himalayan Potato Chips – Media Relations (Earned)

Overview

In October 2018, Cape Cod Potato Chips relaunched its Pink Himalayan Salt & Red Wine Vinegar flavor in support of Breast Cancer Awareness month, with a portion of proceeds donated to The Dana Farber Cancer Institute. Cape Cod wanted to ensure widespread awareness of the campaign featuring its iconic bag, turned pink for the occasion, to generate sales and maximize its donation.

Assignment

Execute an earned media plan to maximize coverage and sales of Pink Himalayan Salt & Red Wine Vinegar Potato Chips, and raise awareness of Cape Cod’s charitable efforts.

Strategy

  • Leverage the expected annual media blitz around Breast Cancer Awareness Month as the launch platform for the reintroduction of Pink Himalayan Potato Chips.
  • Saturate consumer and trade television, radio and print with news about the return of the limited-edition fan-favorite flavor via aggressive earned media outreach.
  • Achieve real-time (October) mass awareness among the brand’s female target consumers by aggressively targeting high-profile brand sampling opportunities.

Results

CaseStudyIcons Impressions 06

29M+ impressions in one month, October

CaseStudyIcons Attendees 02

Secured earned segment with Megyn Kelly Today reaching 2.5M viewers with key messaging

CaseStudyIcons BrandMessage 18

Created 230 custom branded beach bags with 690 bags of Cape Cod Pink Himalayan potato chips put in the hand of Today Show’s audience

CaseStudyIcons Fundraising 05

Met $25,000 donation sales goals