Bethesda Skincare was faced with the PR challenge of launching and promoting an innovative product on a limited budget.
To unveil one of the first sunscreen soap products, the company embarked on a “Follow the Sun” campaign to raise awareness and subsequently generate sales and retail distribution. To assist with the campaign, the company hired New York-based The Cannon Group.
Because the effort launched in February, the team knew media outlets in the north wouldn't be ready to write about sunscreen. ...