29 Jan GKV and di•gel help New Yorkers “undo” the stress of the holiday season
With the overindulgent holiday season right around the corner, Baltimore-based ILEX Consumer Products Group and GKV launched a TV, digital and public relations campaign to support di∙gel, a new OTC digestive aid. The campaign launched with the brand tagline, “When you overdo, undo,” which positions di∙gel as relief for the many times we overdo it on things that might cause an upset stomach, heartburn or even gas, such as too much coffee, rich desserts or spicy foods.
To kick off the product launch with a splash and earn some media attention, GKV and di∙gel hosted a consumer event in New York City on November 23, featuring a “Comfort Zone” to help thousands of shoppers undo the woes of Thanksgiving celebrations and the frustrations of shopping on Black Friday. The “di∙gel Comfort Zone” opened to New York City shoppers on the east sidewalk of 5th Avenue between 17th and 18th Street, and provided clean, free restrooms, a heated tent, phone charging stations, comfortable seating and samples of di∙gel to weary Black Friday shoppers. While warming and charging up inside the fully branded tent, shoppers took pictures of themselves with oversized food and drink props, which were then posted to Instagram and the di∙gel website. The event was a play on the idea of thinking about di∙gel when you overdo it with too much food, drink, stress or, in this case, too much shopping without clean, public restrooms.
Altogether, the GKV street team, together with the di∙gel team, handed out more than 2,000 samples and 1,000 coupons. The launch event was covered by The New York Times, The Boston Globe, Yahoo! News and Drug Store News, among others, and has earned more than 70 million PR impressions to date. Check out the event video below!