SWG&M Advertising's relationship with Helen of Troy has netted the El Paso, Texas, agency a $7 million product launch assignment for a new line of Dr. Scholl's-branded massagers.
Last September, SWG&M was named agency of record for the El Paso-based manufacturer of personal care products, distributed under brand names including Vidal Sassoon and Dr. Scholl's.
The agency's initial print work for the company's Vidal Sassoon haircare products was recently expanded to include the launch of Dr. Scholl's massaging mattresses and cushions, as well as hand-held models and massaging foot baths.
SWG&M president and chief executive Bob Wingo said his agency has begun handling trade assignments to introduce the new massagers to buyers and is also developing an aggressive consumer push.
The trade-targeted print ads carry headlines like "Millions are aching to buy one" and "Thousands will take pains to see them." That campaign will run initially through May.
The consumer portion, slated for a third-quarter rollout, will include a 30-second television commercial on national cable stations, as well as print advertisements in publications including People, Reader's Digest, Glamour and McCall's.
Wayne Dickson, senior vice president of marketing at Helen of Troy, said SWG&M's advertising campaign is designed to create consumer awareness and spur fourth-quarter gift sales.
"It's exciting to debut a dynamic new product line in what is a completely new category for Helen of Troy," Wingo said. "We've watched the entire product line develop from nonworking conceptual models to samples that are wowing buyers at the major trade shows."
Wingo said Helen of Troy conducted consumer research and consulted with massage therapists and industrial design companies as part of its product development process.