Blow Before You Go

A new product, a new category; a socially responsible message.
Challenge

Launch a new socially responsible product into the Canadian market with no predetermined category to support it, or awareness that a product like this even exists.

Old wrapper

New design

The product package was redesigned into a box instead of wrapper to increase perceived value — included a photo of the actual device.

Solution

New name, New category, New packaging

A small focus group determined that customers would be more willing to purchase the product if they knew what it looked like and believed it actually worked. Therefore, a new package was designed to show a photo of the device and its certifications.

The product logo was designed and given a name, “Redline Breathalyzer”, in order to create a clear distinction between the brand name and the product name. Through market research and focus groups we determined a strategic approach to develop public awareness of a newly-created “single-use breathalyzer” category, and to market the product in that category simultaneously. It was imperative that we establish product credibility first.

The KNOW Campaign (TV, Billboards, Transit and Pubs)

The category was established by offering a serious product for a serious problem: Not knowing if you are over the legal limit before you decide drive. The “KNOW” campaign took form. Through proper media exposure on TV, billboards, transit, restaurant advertising and online marketing, awareness was created. Awareness in a big way.

Within months, retail agreements were established with national chains such as Canadian Tire and Save-on-Foods. The product was made available at Calgary Flames NHL games, and corporations purchased volume units for their corporate Christmas parties. TV, Radio and Online exposure increased with a plethora of attention from radio personalities, editors and prime time television news anchors.

Results

The goal was to create buzz, and attract a national chain to retail the product. With the “KNOW” box and buyer DVD, BBYG was able to attract Canadian Tire, and within three weeks of the TV Campaign, online traffic spiked by 300% while online sales jumped to over 200 units per week. Sales continue to climb as more retailers embrace the product. The national retailer goal was achieved, and new goals are being created. Outlook for 2011 is looking very bright!

Know.

“ClearMotive is definitely doing their job. We’ve caught the media’s attention in a big way – everyone in Calgary is talking about Blow Before You Go, from fans at the [Calgary] Flames hockey games, to prime time CTV news and the Chief of Calgary Police. Good job guys, very exciting.” – Craig Atkinson, President, Blow Before You Go International

Services provided for Blow Before You Go:

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