Soft & Gentle
Soft & Gentle Stretch
When Soft & Gentle planned a stretch into the new category of feminine hygiene, they asked us to help them with the communications.
We drew on lots of tools to build awareness and drive sales. Our strategy included reaching out to all levels of press and online influencers. We used creative mailers, sampling and sponsorship, thoughtful collaborations, a brand ambassador in Anna Richardson, video using both sponsored and natural content with leading vloggers and bloggers. A survey around showering habits and a trade press outreach campaign all helped to mark the first year of this range, on top of a very robust press office.