“Immunity Boost or Bust” for Eggland’s Best
While maintaining a healthy immune system is top of mind in households across the globe, Coyne’s food team leveraged a recent CDC announcement promoting micronutrients’ ability to resist bacteria and fight infection as a way to highlight the superior nutritional benefits in Eggland’s Best eggs. With six times more vitamin D, ten times more vitamin E and more than double the vitamin B12 and omega-3s, incorporating EB eggs into your diet is an easy and delicious way to help boost your immune system. To spread mass awareness during a particularly challenging time, Coyne compiled a robust plan including a partnership and virtual media tour with an expert physician and nutrition specialist, an attention-grabbing “Immunity Boost or Bust” infographic and an integration with health-focused publication Well + Good. To date, this campaign has garnered more than 654 million impressions for Eggland’s Best!
Monistat and Dr. Dweck Talk Gynecological Health
The last few months of the COVID pandemic have brought countless health issues to the forefront, but did you know it actually affected gynecological health, as well? The Monistat team sought to establish a thought leadership position in this space in order to educate women on common “down there” health concerns that could be more confusing than ever. Using the brand’s esteemed spokesperson, gynecologist Dr. Alyssa Dweck, the team worked on generating a handful of bylined articles and interview opportunities to speak to different female audiences about their gynecological health, organically weaving in Monistat. Dr. Dweck created a piece for First Time Parent magazine on how to properly identify and treat a yeast infection during the pandemic while pregnant. She also authored an article on Medium.com on the topic of strange things that can affect your vaginal health, including using unfamiliar toilet paper. Additionally, she was interviewed on popular parenting podcast, Passport Mommy, about how the pandemic has impacted vaginal health and the benefits of telehealth if you suspect a yeast infection. The team continues to pitch Dr. Dweck for relevant opportunities to educate on these important topics, while showcasing Monistat as a safe and effective at-home treatment.
Honoring Nurses with Heroes Behind the Masks Promotion and Video Series
As part of CeraVe’s longstanding commitment to the nursing community and partnership with the American Nurses Association, Coyne helped the therapeutic skincare authority launch Heroes Behind the Masks – an initiative to honor nurses for their selflessness, especially during the pandemic. The promotion will honor those who have nobly stood on the frontlines by inviting them to step into the spotlight and have their heroism recognized with the chance to win a spa day and a feature spot in a Heroes Behind the Masks video series or skincare kits so they can care for their skin, which has faced the brunt of PPE this past year. We hope you’ll read more about the promotion here and share it with any nurses in your life so they can enter and share with others (note that per the rules, immediate family members or those who live with Coyne employees are not eligible)!
Savvysense Store Brand Infant Formula Addresses Food Insecurity
As nationwide food insecurity has become a top concern amid rising unemployment rates, Coyne PR assisted Perrigo’s Store Brand Infant Formula by crafting a robust “Savvysense” campaign to raise awareness for the financial benefits of switching from a name brand infant formula to store brand, which offer the same complete nutrition at a fraction of the cost. Coyne enlisted influencers and financial expert and blogger Tonya Rapley to help spread the word and provide a solution to struggling families. As the program’s lead spokesperson, Tonya participated in a virtual media tour, shared informative social posts, helped craft a Grocery Store Savings MAT Feature, created custom branded content and hosted a virtual chat with moms on parenting platforms, Macaroni Kid and Stroller Traffic. This campaign has proven to be a great success, garnering more than 428 million impressions for Store Brand Infant Formula to date!
Fairleigh Dickinson Overhauls Tuition, Sets Standard for all Universities
The cost to attend a four-year college is a significant financial burden for far too many. While affordability was an issue prior to the pandemic, the financial strain on families over the past year has accelerated the need to do something meaningfully and quickly. Fairleigh Dickinson University (FDU), New Jersey’s largest private university, led the way with a major announcement: effective fall 2021, the school is reducing its tuition by nearly 25% (~ $10,000). While many colleges have made nominal financial concessions in light of COVID-19, this marked a significant change and an informal call to other universities to follow suit. To mark the news, Coyne secured a Sunday op-ed for FDU’s president, speaking to the rational and impact of reducing the price. Following that, the team secured a mix of media throughout consumer and trade outlets, including CBS New York, NBC New York, News 12 NJ, Education Dive and University Business.
Canada Dry Goes Bold
Go Bold or Go Home, or in these times, do both! Canada Dry takes ginger ale up a notch with New Canada Dry Bold. With an extra kick of ginger taste, Canada Dry Bold is not your grandma’s ginger ale, and to introduce the new offering, Canada Dry debuted a creative platform featuring a bold grandma that is anything but typical. To support the launch, Coyne engaged a squad of fierce grandmas on Instagram and TikTok that embodied the “Not Your Grandma’s” spirit to share details of the launch with their followers. Mailers that featured the new flavor and other “Not Your Grandma’s” items including hot pink slippers, bedazzled pill cases, and edgy cross-stitch kits were sent to media and influencers to drive additional awareness. And Bold measures yielded Bold results! Both media and influencers alike took to social to share the mailers and details of the new flavor including the ultimate embodiment of #grandmagoals, Kris Jenner!
