We took on a product that failed U.S testing, and turned it into a profitable campaign in Latin America and Asia.

The True Ceramic Pro campaign did not work in the US market because of quality and manufacturing issues when it first launched. We were not deterred by its failed US launch when we decided to take on the project. We used our strong relationship with the manufacturer to manage consumer confidence in the markets we had control of, while staying ahead of and correcting quality control issues. Unfortunately, our US partners were not able to do this.

By working directly with the manufacturer, we were able to communicate and strategically plan campaign messaging to avoid losing clientele- we handled all QC issues with the factory, and we did not lose step with growing international sales. Specifically, in Latin America, were we controlled sales solely.

We did video localization for Latin America, as well as for Japan and other Asian markets. Japan took a year and a half of customization because Japan has many compliance requirements for market. Japan’s opening order after our successful test was $1 million.

True Ceramic Pro became the longest selling hair straightener, with a long form infomercial, in Latin America using international cable media.

We pioneered one of the first multi-channel product launches in DRTV.

When we took on Total Core, it did not work in the US. We were able to build a successful plan of action for it internationally where we sold it in Europe and Latin America. Our success was mainly in Europe, specifically in France.

We had a strong partner in France who did live presentations, which was thinking outside of the box at the time. We also partnered with retailers before launching a direct response campaign. This allowed us to simultaneously reap sales from retail, mail order, and television- establishing one of the first multi-channel distribution launches in DRTV history.

The Outcome

• $40M in retail sales in two years.

• Pioneered DRTV multi-channel product distribution launch.

Reviving a campaign that had stalled out in Latin America.

Power Juicer had spent many years on the market where it had performed well. However, the Latin American campaign had reached what appeared to be a slow down, and was about to be terminated.

We revived the campaign by making small tweaks to the commercial, strengthening the offer, and creating a new TV campaign which resulted in 3.5 M in added sales.

Our creative team produced additional scenes and testimonials with Spanish speaking actors to build a Spanish language Better Bra commercial with a strong message for Latin America.

Latin America has been marked by years of economic crisis. Middle-class consumers continue to focus on getting the most for their money while optimizing their purchases which means that consumers are increasingly prioritizing experiences over possessions.

Taking this into consideration the new opening clip features Better Bra styled in recognizably Latin social-settings with women actively engaging with their environment. We shot new scenes that added Latin flare to the commercial. Two testimonials were added to give voice to the utility as well as the sexiness of the bra. To finish the video, we a created fun animated graphics package.

With these additions, Better Bra tested successfully.