OXY
®
YOUTH & “MOM” MARKE TING
Enter today at ox
ymom.com
— or —
Text “soap” and
“acne” your
email address to
226464
OXY ®
YOUTH & “MOM” MARKE TING
In 2004, OXY engaged Cenergy to position its
Key Objectives
brand as the acne skin care brand of choice
> Position OXY as the acne skin care brand of choice among teen males
among teenage males. Cenergy pushed beyond > Raise brand awareness through Dew Tour sponsorship and celebrity spokesperson
traditional advertising tactics and implemented > Drive incremental sales at retail
one-of-a-kind experiential and interactive
Strategies
marketing strategies for OXY. > Develop Dew Tour sponsorship at five annual events across the U.S.
> Provide relevant and impactful interactions with the OXY brand at event booths
> Maximize brand relationship with spokesperson Dave Mirra
Key elements of Cenergy’s brand activation
campaign for OXY included engaging Tactics
> Create the OXY Party Pad, including premium
X Games phenomenon Dave Mirra as brand
giveaways, games, contests, and photo ops
spokesperson, and sponsoring the Dew Tour in > Launch new product packaging and POS in
2005 and 2006—the world’s first professional conjunction with Dew Tour sponsorship
> Create new website, focusing on teen male market
action sports tour.
> Plan Dave Mirra appearances, autograph signings, and blog
In conjunction with the experiential marketing Results
> Reached nearly half a million Dew Tour event participants over 5 U.S. tour stops each year
tactics, Cenergy redesigned and launched new
> Distributed tens of thousands of OXY-branded premium items to target audience
product packaging, POS and a website, which > Engaged thousands of event attendees in one-on-one brand activation activities, such as fun
reflected the brand’s new positioning to the photos and onsite games
> Significantly increased retail foot traffic and product sales at stores in and around Dew Tour stops
teen male market.