Pepcid Hispanic "Strike out Heartburn" Tour

Client/BrandJohnson & Johnson's Pepcid Complete Lead AgencyAIM (Alternative & Innovative Marketing)Time Frame/MarketsMarch 1-Sept. 17, 2004 in California, Texas, New York, New Jersey, Florida and IllinoisObjectivesProvide one-on-one education about heartburn and related Pepcid brand attributes and benefits. Allow the brand's retail customers and Hispanic consumer targets to experience the brand. Provide an opportunity for Hispanic consumer targets to provide feedback. Incorporate strategic partnerships that will enhance/build brand equity.Target AudienceHispanic adults 25 and olderStrategyHeartburn is a widespread ailment in the U.S. that is particularly common among Hispanics. According to the ACNielsen Homescan 2002 Los Angeles Hispanic Consumer Panel, heartburn is the number-one reported health condition/ailment suffered by Hispanics. And it is often misdiagnosed, largely due to lack of culturally relevant, bilingual educational information on the condition and its causes, symptoms and treatment options.The Pepcid "Dale Duro a la Acidez" ("Strike out Heartburn") was an interactive campaign designed to generate awareness and deliver "edutainment" to Hispanic consumers and communicate that heartburn/acid indigestion shouldn't prevent them from enjoying life.A team of trained bilingual brand ambassadors navigated two H2 Hummer vehicles, each equipped with a Hi-Striker challenge game, to Hispanic festivals, sporting events, construction sites, taco shops, swap meets and retail locations (food, drug, mass, and convenience stores) in major Hispanic markets across the U.S.Tour visitors were invited to take their maximum shot at the Hi-Striker in order to strike-out heartburn with Pepcid. Depending on the level to which they drove the ball, they were awarded instant-win prizes including free product and premiums.While awaiting their shot at the Hi-Striker, visitors were given an opportunity to complete a national (bilingual) heartburn survey. Developed with educational support from the American Pharmacists Association, the survey was designed to ascertain awareness of the causes and symptoms of heartburn and the availability of Spanish-language information on causes and treatments. Visitors also received a bilingual brochure and free samples. By taking the message to the market and directly connecting with Hispanic consumers in the communities in which they live, shop, work and play, the tour engaged and encouraged them to better understand the condition.To expand the program's overall reach, the tour was supported with a targeted national and local media public relations effort. As the tour arrived in market, a TV video news package including an interview with a prominent Hispanic gastroenterologist was delivered to Hispanic TV outlets to generate awareness of heartburn causes and symptoms as well as drive consumers to www.nomasacidez.com, an online version of the survey.The results of the national survey, which were compiled and evaluated by a prominent research company, were delivered by a trained bilingual pharmacist during a national satellite media tour in November.ResultsSamples distributed: 753,247 Retail, event and travel impressions: 7.6 millionMedia impressions: 7.3 millionTotal impressions: 17.2 millionHeartburn surveys collected: 3,492The "Dale Duro a la Acidez" educational tour served as a platform for a multitude of retail tie-ins, with such chains as H-E-B, Publix, Longs and Walgreens, that provided education and entertainment to shoppers. The incremental retail display activity gained as part of the events resulted in increased sales volume for Pepcid.

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