A traveling interactive brand experience that communicates the essence, appeal and commitment of this folkloric tea brand.

As this legendary brand with an abundance of personality and credentials desired to communicate and sample its Better-for-You sku’s to the market, we were asked to develop a unique and distinctive socially responsible experiential marketing program, and deploy that effort in to special events around the U.S. Building off of an idea that we first encountered as a display at the company’s Visitor’s Center in Colorado (inspiration can come from anywhere!), we set off to bring to life the Safari of Flavor – a multi-sensory experience for the Public where guests could sip, smell, touch, see and yes, hear interpretations of the brand in a field marketing setting.

At the events, the Safari of Flavor pavilion (a brightly colored circus-style tent with beautifully-ordained side panels of Celestial Seasonings famous packaging designs), attracted the Public with the deep aroma of appetizingly steeped teas and the gentle acoustical music of guitars and song. Once inside the pavilion, specially trained hosts invited guests to select and prepare a hot or cold tea of their choice and take part in a hands-on education on the herbs and spices Celestial Seasonings uses to create their wonderful beverages. From there, they are then invited to relax with a little light massage and enjoy more tea beverages in “The Tea Room”, complete with wicker furniture and music.

Selection and placement of the Safari of Flavor pavilion was just as detailed as the pavilion experience itself. Research confirmed that healthy people who were more active across a spectrum of activities are pre-disposed to consider teas as a part of their healthy beverage repertoire. With that as a consideration, we then sought out higher indexed BDI/CDI markets where first, we could look to integrate a major retailer to participate with the Safari of Flavor experience and also identify larger scale events that attracted more active adults. With those and other criteria considered, the Safari of Flavor experience has traveled to locations such as The Taste of Colorado in Denver, Bay-to-Breakers in San Francisco, The Heart Walk in Cincinnati, the Coconut Grove Arts Festival in south Florida, and numerous other locations.

The entire program was supported by a micro site that enabled guests to secure advance VIP-status for the pavilion that then qualified them for a sweepstakes with special lifestyle prize awards and experiences. Point of Sale materials were also developed and deployed in to grocery and specialty retail to drive interest in the program and Celestial Seasonings Teas.

Finally, we conducted on-site interviews with hundreds of guests to determine and chart their perceptions and responses to the Safari of Flavor.

Entitled  “A Healthier You”, Healthy Living Marketing worked closely with Quaker Oats’s advertising agency to plan and deploy a healthy living informational and experiential marketing platform that associated the brand’s social responsibility commitment to health and wellness.

We began by interviewing and recruiting a group of twelve women who fit the program objectives. They came from all parts of the nation and all walks of life, but the single common denominator was that they were excited about making positive healthy lifestyle changes and helping others to become enthusiastic about change as well. From Arianne in Washington D.C. to Ashley in Seattle, and the remainder of the group in between, our healthy living content development team interviewed and photographed each of the women while shadowing them through their daily activities. From this content, we built personal profiles of each of the participants within the campaign’s micro site.

The content of the Quaker Oat’s micro site, contained a healthy living sweepstakes promotion and a stable of healthy living tips and advice written by our content staff, was promoted through partnerships with various women’s health and wellness publications and websites. Each month, our content staff would create new healthy living editorial that was promoted through the campaign’s monthly opt-in newsletter.

As the weather warmed, Healthy Living Marketing was then assigned the responsibilities of bringing the essence of the relationship marketing campaign to life via a mobile experiential marketing platform.  Deployed at major women’s healthy living festivals and events around the country, we worked with local fitness trainers and nutritionists to provide advice and information to literally thousands of women at each of the events – all within the Quaker ‘A Healthier You’ compound.

From the Revlon RunWalk in New York City, and the Y-Me Race to Empower in Chicago, to the Corporate Run in Miami, the streets and airwaves were abuzz with the program coming to town. Much excitement was generated with a significant amount of Quaker “Better-For-You” snacks and Ethos Water distributed to all event participants.

A traveling interactive brand experience that demonstrated Nestle’s commitment to help women enhance their health and well-being.

Lean Cuisine has always been dedicated to helping women enhance their health and well being, and finding ways to DO SOMETHING GOOD FOR YOURSELF® along the way. The Lean Cuisine wellness experience helped women focus on their well being with exciting meal choices, nutritional guidance and simple tips on exercise. The experiential marketing program stopped at a number of women’s health and well-being events and festivals across the country, including the Southern Womens Shows throughout the Southeast, the Revlon RunWalks, and Self Magazine Fitness Festivals.

At each event, the Lean On Me wellness tour offered participants delicious samples of the newest Lean Cuisine products, personalized nutrition and fitness assessments, and a chance to win a free iPod shuffle.

The experiential marketing campaign also included the following:

• Free consultations with the Lean Cuisine nutrition and fitness professionals on how to improve eating habits, exercise routines and overall personal wellness.
• The Lean Cuisine Registered Dietitians were available to evaluate daily caloric needs and identify meal plans and make LEAN CUISINE® entrée recommendations
• The Lean Cuisine Certified Fitness Professional was available to demonstrate warm up and cool down stretching techniques as well as provide low-impact exercise routines to fit into their everyday lifestyle.
• In addition, to kick-off each event, our Fitness Professional was available to lead all participants in a group stretch before the race.
• Lean On Me also provided an interactive photo opportunity to each event, allowing participants to have their picture taken with friends or other event participants, which we emailed to each individual after the event for downloading, printing and sharing.

A comprehensive and interactive experiential marketing program which partners with environmentally conscious organizations and people to help restore communities and natural habitats. » » » »

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With the opportunity to lead their business partners in to the new world of environmentally responsible sustainability, PepsiCo, with Healthy Living Marketing’s direction and resources, has planned and deployed experiential marketing activities that promote and support on-site public recycling activities. Events have included the following special events and festivals across North America:

• the 2008 Denver Democratic National Committee Convention
• Major League Baseball All-Star Weeks in 2008 and 2009.
• Super Bowl in 2009 and 2010.
• NFL Kick-Off Concerts in 2008 and 2009.
• Cherry Creek Arts Festival (largest juried art show in the country with 325K participants)
• 500 Festival Half-Marathon (largest half-marathon in the country with 35K runners)
• the Bolder Boulder 10K (one of the largest foot races in the country with over 40K finishers)
• the Marine Corps Marathon (one of the largest marathons in the country with over 30k runners)
• the Chicago Marathon (the largest marathon in the country)
• Major League Soccer 2009 All-Star Game and Championship Cup
• the Vancouver BC Pride Festival parade (400K in attendance)
• the Toronto Waterfront Marathon (one of the largest runs in Canada)

To date, the program has impacted over 1.8 million participants and spectators, and diverted hundreds of tons of recycled materials out of landfills and incinerators.

Healthy Living Marketing leads all activities in support of the experiential marketing program including the bin inventory, all coordination with stakeholders, staffing and promotion. Healthy Living Marketing has become known as a leading expert in the field of special event sustainability practices and has created a separate practice known as Green Events Group.

Following the success of special event programming, PepsiCo enlisted Healthy Living Marketing’s direction to create the Pepsi Recycling Resource Center, a virtual center where Pepsi bottlers, field marketing and sales personnel, and customers can go to access information, branded recycling bins and promotional materials. Healthy Living Marketing’s design and web team produced and maintains the program’s micro site.