Strategic Development / Engagement / Brand Positioning / Retail
Alberto Culver, the makers of Nexxus, re-launched the shampoo brand at mass retail after 25 years as a salon-only brand. One challenge for Nexxus was to maintain its luxury brand status with the products available at discount stores. Nexxus called on Echo to come up with an engagement marketing solution that would augment their overall advertising strategy.
Echo conceived, developed and executed a women’s tennis partnership program that included an experiential element including a professionally staffed hair salon on site that created major buzz, provided great value to consumers and helped distinguish Nexxus among other event sponsors. Echo went on to partner Nexxus with other luxury brands such as Mercedes Benz and Lacoste in developing fashion shows and special events at the different tennis tournaments.
A highly successful, two year program that delivered a positive return on investment. Nexxus saw a 5% sales lift at retail and rose from #10 to #4 in CPG sales for new products after their first year in tennis.