To increase consumer awareness of the Clipper brand and gain trial amongst a wider audience of 20-44 year olds
Gaining editorial for Clipper – key publications. Focus on products (green tea, etc) where Clipper has credentials with journalists. Need to show sector growth and Clipper positioned as spokesperson for sector. Show Clipper as a brand and enforce it with Key Opinion Leaders.
Increased coverage amongst key publications. Clipper No 1 for Green Tea – August 2007.
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