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Using consumer panels and new product development initiatives, Publicis Consultants I PR in London is working closely with Sunny D, one of the most controversial products in the UK, to re-invent the product, regenerate trust in the brand, and change the way it is perceived by both consumers and issue groups.
As our specialty editorial and publishing agency in France, Verbe has teamed up with Renault for the past eight years to favorably present its products with a consistent brand identity to key publics, including recent brochures to consumers and the media.
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Public Relations
The key strength of our international network is our ability to provide strategic counsel and deliver effective solutions across cultures. Definitions may vary and approaches may need localization, but one thing remains the same: our expertise in connecting clients to their publics - no matter the location or channel of communication.

At Publicis Consultants |, our public relations professionals combine resources from all necessary disciplines to ensure that our clients come out on top. We believe that communication between our clients and their key publics is vital to success; and we possess the skills and knowledge to facilitate and execute such communication programs. Through traditional public relations tools and innovative techniques, we create and maintain the open lines of communication that no organization can do without.


Client: St. Joseph Baby Aspirin
Agency: Rowland (NYC)
 

+ Issue
St. Joseph Baby Aspirin was known as the medicine moms historically gave children for aches and pains; but concerns over Reye's Syndrome caused market share for the product to drop to less than 1% and sales to less than $3 million per year. After a purchase from Schering, McNeil Consumer & Specialty Pharmaceuticals wanted to revamp the product and reposition it for adults.

+ Strategic Idea
Rowland decided to reach out to baby boomers and link the brand to boomer passions as a means of reconnecting the brand to its original heritage. The campaign team also wanted to underscore the advantage of an 81 mg dose as the ideal dose for heart, according to recommendations from the American Heart Association and the Food and Drug Association that a low-strength aspirin regimen may help prevent recurrent heart attack and stroke.

+ Implementation
The campaign team returned the brand to its roots for an event in St. Joseph, MO - the heartland of America - for St. Joseph Aspirin Comes Home, an event that elicited a public response from Bayer "welcoming" the brand to the marketplace. To support the 81mg message, we turned August 1st (8-1) into Eighty-one Milligram Day, a day on which CBS Network's "The Early Show" featured a 2.5-minute live segment. Additionally, consumers were invited to the brand's Web site for information on low strength aspirin and the opportunity to take a Heart Health Quiz.

+ Results
Public relations activities delivered 76.9 million media impressions in influential national television, radio and print outlets - all of which included the 81mg message for heart health. By the end of the program year, the St. Joseph 81mg Aspirin brand had exceeded all goals and had become number one and number two in the low-dose category for original chewables and enteric coated, respectively.


Client: Guinness
Agency: Publicis Consultants | PR
 

+ Issue
West and East Africa combined is the largest market in the world for Guinness. The challenge was to build on the equity established in the Michael Power character, the brand's icon in Africa, and establish him a true African celebrity who is relevant to the lives of ordinary Africans.

+ Strategic Idea
Publicis Consultants | PR knew they needed to develop competencies in each African market to utilize public relations as an effective component of the marketing mix. They created a series of platforms which allowed Michael Power to expand his celebrity profile, particularly in relation to events that promote specific Guinness initiatives on a local level.

+ Implementation
For five years Publicis Consultants | PR has run a program to manage Michael Power's profile and celebrity status, including visits to key countries and endorsement activities. The London-based team also established public relations as a core discipline and worked with local marketing teams and agencies to ensure that all Guinness initiatives, such as sponsorship of the Africa Cup of Nations, launch of new products and introduction of new advertising and promotional campaigns are exploited effectively.

+ Results
Michael Power has become a unique character. He receives huge levels of media attention whenever he visits an African country and his link to the Guinness brand ensures that the Guinness brand and the Guinness business in each country retains a premium status and an image as a leader in terms of developing marketing and trade support programs.