ISSUE:
Coyne PR was challenged with introducing the new Arrid product designed specifically for women. They were asked to create a link in consumers’ minds between Arrid Total and women, and to change consumers’ impression of Arrid being a brand for men.

IDEA:
Coyne Beauty conceptualized a campaign to help establish the brand as a proactive supporter of women and women’s issues and launched it nationally during Women’s History Month in March. The “Arrid Total Women of Yesterday, Today and Tomorrow” campaign featured a series of “trading cards” celebrating the amazing achievements of women throughout history and today, and initiated a search for future female leaders. Working together with the The Women’s Museum, a national museum highlighting the achievements of American women, Coyne Beauty and museum experts identified amazing historical and present day women as role models for young women and immortalized the important figures on “trading cards” distributed to schools nationwide. This school outreach also served to help identify and recognized three outstanding young women to receive scholarships and become “immortalized” alongside past and present greats in the trading card series.

IMPACT:
The media and public embraced the program, with national print placements in USA Today, The New York Times, U.S. News and World Report and Glamour magazine. Pop culture programming also covered the trading card series with a sketch on “Saturday Night Live” and a segment on the “Weekend Today Show.” The campaign garnered more than 40 million media impressions for the brand.