I’m a strong believer in guerrilla marketing, it always worked for my company—nothing compares with direct consumer delivery.
I love ❤️ the Biscoff example you cite here so well..because I witnessed its growth and evolution from Christmas cookie to coffee shop accoutrement. I thought it was a brilliant move!
When I had my men’s skincare brand (seems like eons ago 🤦♀️) we were launching a mens lip balm, tough sell due to drugstore blistex and other petrochemical-based balms…
Ours was natural, no PEGS, parabens, silicone no petroleum based Inci..etc..African Shea and Murumuru butter, Madagascar Vanilla-Bourbon
Moroccan mint and Rose and Neroli, locally sourced herbs and botanicals etc…
instead of advertising we spent the money on human resources—I hired gorgeous male models to hand out the balm at the Monterey Jazz festival and then Coachella in the sweltering heat. We sold out before we could even produce enough! We did the same for the launch of a natural ☀️ screen moisturizer— we distributed in ski resorts. Worked every time!
Thank you, Lee :-) Liked your anecdote about male models handing out the product. The gift is such an interesting channel, no? Like, I love that Lotus didn't give people the cookies themselves, they gave them to the cafés to give to the consumer, so it feels more like a gift than a "promo". Because even when people are getting something for free, the moment they feel advertised at, there's a reticence to engage candidly. Were your models wearing branded clothing? Or did they look like just a beautiful person handing out free lip balm?
Just beautiful people gifting the oblivious throngs😂 no uniforms.. no branded Tees just a x co-branding with Voss water.. quenched their thirst and lips 👄
I’m a strong believer in guerrilla marketing, it always worked for my company—nothing compares with direct consumer delivery.
I love ❤️ the Biscoff example you cite here so well..because I witnessed its growth and evolution from Christmas cookie to coffee shop accoutrement. I thought it was a brilliant move!
When I had my men’s skincare brand (seems like eons ago 🤦♀️) we were launching a mens lip balm, tough sell due to drugstore blistex and other petrochemical-based balms…
Ours was natural, no PEGS, parabens, silicone no petroleum based Inci..etc..African Shea and Murumuru butter, Madagascar Vanilla-Bourbon
Moroccan mint and Rose and Neroli, locally sourced herbs and botanicals etc…
instead of advertising we spent the money on human resources—I hired gorgeous male models to hand out the balm at the Monterey Jazz festival and then Coachella in the sweltering heat. We sold out before we could even produce enough! We did the same for the launch of a natural ☀️ screen moisturizer— we distributed in ski resorts. Worked every time!
Great article Alexandre! 💫
Thank you, Lee :-) Liked your anecdote about male models handing out the product. The gift is such an interesting channel, no? Like, I love that Lotus didn't give people the cookies themselves, they gave them to the cafés to give to the consumer, so it feels more like a gift than a "promo". Because even when people are getting something for free, the moment they feel advertised at, there's a reticence to engage candidly. Were your models wearing branded clothing? Or did they look like just a beautiful person handing out free lip balm?
Just beautiful people gifting the oblivious throngs😂 no uniforms.. no branded Tees just a x co-branding with Voss water.. quenched their thirst and lips 👄