WEDNESDAY  NOVEMBER 8, 2006

 

                                                      NAMMU ACCLAIMS ENCORE WIN BY GARNIER

 

 

Toronto, November 1, 2006…The very smart, very simple, very effective, Garnier Canada “Stronger Grows Longer” entry by Strategies Marketing Direct, won top honors in the Unaddressed Admail category at the 2006 NAMMU Awards held November 1 at the Design Exchange.  

 

This campaign is an encore win by Garnier and Strategies Marketing Direct – just last year they won the Best of the Best award for their Garnier Coloration Direct Marketing Program.

 

Who doesn’t love shiny, perfect hair? It’s the holy grail for women, and maybe a few men as well. It’s hard to imagine a better understanding of this than the latest great campaign from Garnier demonstrates. The goal was to launch a new collection of hair care products for those with long hair who want more strength and body to grow it longer. The objectives were to encourage trial and adoption of the brand and reinforce Garnier’s positioning with the use of natural ingredients. The strategy focuses on product sampling, savings vouchers, and creative that pictures women with extremely long hair in “tug-of-war” action with their tresses. Copy gets right to the point: “Want longer, stronger hair?”

 

The mailing targeted households across the country that fit the brand profile.  Easy-to-follow calls to action have an eye on data collection at the website. The response was extremely healthy for Garnier on all counts.

 

John Stevenson, President, Information Concepts & Technology, and NAMMU judge, presented the award. Alan Brodeur, NAMMU head judge and master of ceremonies, noted:  “Garnier campaigns excel at reaching their feminine targets and we are honored to present this award to Strategies Marketing Direct.”

 

NAMMU President, Kathleen Rowe, commented: “This latest campaign win by Garnier Canada and Strategies Marketing Direct is setting a hard-to-beat standard for sustained excellence. The NAMMU awards program and the Canadian mailing industry can only benefit. Congratulations to Garnier Canada and Strategies Marketing Direct on this great campaign.”

 

The complete listing of NAMMU 2006 Award winners is available from topten@nammu.org

 

 

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