POW! behind Lever promo
In the Aug. 12/02 story ‘Marketers experiment with innovative live promotions’ (p. 1), we ran a picture of the Lever 2000 Shower Head street campaign but neglected to describe it. So credit where it’s due:
The Shower Head street campaign was conceived, created and produced by Toronto-based POW! Promotions Or Whatever. Initially, it was developed to support the launch in spring 2001 of Lever 2000 Pure Rain Body Wash.
Shower Head merchandisers wearing portable shower stalls took to the streets in Calgary, Toronto and Montreal in three one-week blitzes and distributed samples. The campaign was supported at street level by OBIE-winning transit-shelter creative of a naked man in a shower (see Strategy, June 4/01, p. B11) and customized radio promotions.
Later in the summer of 2001, the Shower Heads leveraged a Lever 2000 sponsorship with Tennis Canada where they also distributed branded ponchos during rain delays.
The program prompted a 55% increase in sales versus the in-going objective of 53%, says Philippa Sharpe, creative managing director of POW!
The success of the Shower Heads was so great they have been re-employed in 2002 as the merchandisers for the new Lever 2000 Moisture Response bar.
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In the story ‘Marketers experiment with innovative live promotions’ (Strategy, Aug. 12/02, p. 1), we stated that Unilever’s Degree Gel promotion was designed with Montreal agency Gearwerks. The agency’s name is actually Gearwerx.
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The page 1 picture caption in the Aug. 12/02 issue credited Sharp Blackmore. The reference should have been to Sharpe Blackmore EURO.
