Carmex sponsorship
• Goody bags at the launch of Oasis’ camping range
• VIP goody bags at Bestival
• T4 Party on the Beach — Weston Super Mare
• BAFTA Mexican Film Festival
• Make–A–Wish–Foundation fashion show.
T4 Party on the Beach — Weston Super Mare
Sunday 22nd July saw the PR, marketing and sales team mix with pop royalty at Channel 4’s annual music festival, T4 on the beach at Weston-Super-Mare. We were there on a mission, armed with 20,000 Carmex SPF15 sticks to give out to the thousands of people at the televised festival.
We set up our gazebo on Saturday in the pouring rain after having driven through the worst floods England has seen in 50 years… but on the day of the event the clouds eventually parted, the sun shone through and people were mobbing us for some Carmex SPF15 to slick onto protect their lips from the baking sun!
Our stand stood out a mile with our bright yellow banners screaming “Free Carmex SPF15 Lip Balm” and people were drawn from all directions! It was hard not to notice us too, wearing yellow vests with the Carmex logo on the front and our ‘Join the cult…’ logo on the back, and carrying funky black canvas bags branded with the same text in bright yellow lettering.
We split our time between manning the stand and walking through the throng of festival–goers, offering Carmex to the thousands of fans, all within our young, target audience. People loved our branded bags so much that people were asking us if they could buy them!
Back in the office, we came up with the wonder idea of getting bright yellow beach balls printed with the carmex logo — our aim was to get the balls televised — the perfect accessory to such an event. Down on the beach amongst the thousands of music fans we threw the yellow beach balls up into the crowd, seeing them thrown around from person to person, a great form of advertising for us.
By 5pm, and almost at the close of the show, we had completely run out of product, so we decided on a little more TV advertising — we took the big banner down from our tent, carried it down to the main stage, and held it up in the air when the camera zoomed in on us. Looking back at the footage we were delighted to see that a ball was on the stage, and our banner was caught on television, meaning that on top of the 35,000 people at the festival, Carmex was seen by hundreds of thousands more!
The day was a real success and really proved to us just how popular Carmex is. Girls were running up to us screaming “I love Carmex!!!” or turning to their friends to say “this is the lip balm I was telling you about!!! Its brilliant!”. I’m sure we’ve converted a good number of people too — the cult is growing…!
We look forward to monitoring sales of Carmex SPF, and as always we are doing our very best to raise the profile of the brand name here in the UK.
The event will feature in Life Magazine, we will also be doing some national trade press covering the event highlighting our efforts to our current and potential carmex customers.
The team at
Grafton International
