Inside PR and PRSA present the Silver Anvil podcast series with the 2012 Best of Silver Anvil award winner, IBM, for their ‘Centennial Celebration of Service’ campaign featuring Lisa Lanspery, manager of corporate communications at IBM and Esty Pujadas, partner and director of the Global Technology Practice at Ketchum.
Inside PR and PRSA present the Silver Anvil podcast series. Martin Waxman interviews two Silver Anvil Awards finalists: "Trojan Pulls Back the Sheets on Sexy Tech" and "One Day Without Shoes."
"Trojan Pulls Back the Sheets on Sexy Tech"
Adrienne Hayes, general manager of consumer marketing at Edelman in New York, led the team on its campaign for Church and Dwight called "Trojan Pulls Back the Sheets on Sexy Tech."
Focusing their strategy on making the subject matter more approachable, they leveraged ‘adjacency categories’, that is industries that were also known for product breakthroughs. They decided to treat the new Trojan products as cool ‘tech gadgets’ and launch them at the Consumer Electronics Show in Las Vegas. And while some media were red-faced when presented with the story, they quickly understood the tie in.