We’ve already introduced you to the Karma Wellness Water launch campaign as a whole, and now it’s time to break it down to see just how much creativity it took to pull it off!
Since Karma was a brand new product, building relationships with distributors and buyers was key to getting Karma Wellness Water into stores and onto shelves. The press kit that we developed was our ticket onto the desks of those in the beverage industry and local Rochester media, and eventually into the hands of national consumer media reporters and bloggers.
However, getting it in their hands wasn’t enough. We needed to be sure that we were highlighting the tangible health benefits and the unique user experience of Karma. In addition, we were looking to capture our audiences, encourage them to take a sip, and, ultimately, generate positive coverage for Karma. To introduce Karma to the industry, we decided to send a press kit with a sample of Karma’s flagship flavor—Balance—and a jump drive full of the meat and potatoes, including product photography, company backgrounder and logos, executive bios, nutrition facts, FAQs, and more.
The kits were “Karma green” in color to reinforce the Zen concept and naturalness of the product, as well as the health and wellness benefits. We also included a brief overview of the cap technology on the inside of the box to highlight the uniqueness of the KarmaCap technology. Everything seemed to be coming together, until we ran into a few roadblocks with the post office. Did you know that shipping liquid is much easier said than done? With a few adjustments to the physical kit, including shrink wrap, an outer shipping box, and a special label;and, well, a few extra dollars, we had the green light to ship!
In the end, the trade media relations campaign was a success. Martino Flynn’s PR team sent out nearly 250 kits to trade and local media, receiving key hits in the beverage industry’s most highly recognized publications and websites, including Package Design, Beverage Industry, Packaging World, Beverage Business Insights, BevNet.com, ThirstyDude.com, and more—with more than 200,000 impressions in all. In addition to the campaign success, both the Karma trade media release and the Karma press kit were honored with PRism Awards at PRSA Rochester’s 2012 event.
Now that’s good karma!