Greenlight Supplements
Brief:
- Launch of GreenLight Supplements’ CBD oil - on and offline
- Further launch of Phytality range of health and wellness products - on and offline
- Ongoing support for both brands
The Challenge:
- Launching the products in a heavily regulated market where the messaging and communications surrounding the benefits of the product are prohibited
- Educating stakeholders and the general public on CBD and the variables within oil variants, all within the communications restrictions that surround CBD products
- Seeding of key messages through editorials in both trade and consumer titles
The Tactics:
- Creation of an offline plan and online social channels for both GreenLight and Phytality
- Strong product-led photography for the GreenLight CBD portfolio of products and the launch of Phytality
- Create a strong and visually appealing media tool kit in which to target journalists and influencers who through trial would speak on behalf of the brand and communicate the various’ products benefits
- In-depth research and creation of health and wellness database
- Issuing of Phytality wellbeing packs including product, branded water bottles and beautiful peonies
- Appointment of a Phytality ambassador who would tell the story of the brand and give expert opinion on the effectiveness of the products and their benefits
- Editorial support for B-2-B events such and the National Pharmacy Show
Results:
- National launch for both brands, supported by social media
- Ambassador launch in Ireland’s largest Sunday newspaper
- Growing social channels across three platforms, also delivering customer service support
- 1,400 listings for GreenLight’s first CBD product
- Phytality stocked nationally by Boots and securing growing listings across Ireland
