When you're trying to literally create a new consumer category, a traditional product introduction focused on sampling and reviews simply won't do.
So when startup Saphia Lifestyle Beverages rolled out its line of vitamin-enriched bottled water for pregnant woman, it turned to The Bender-Hammerling Group to craft a campaign that delivered a health message first and then noted the product launch.
Strategy
Because PR accounted for virtually all of Saphia's marketing efforts, Bender-Hammerling president Stacey Bender worked with Saphia CEO Gretchen Cook-Anderson to ...