Horizon Science Launch of LoGIcane
In order to launch LoGiCane - the world's first low glycemic index (GI) sugar - to the Australian market, a strategy was developed to establish a health platform for sugar; educate health care professionals and key opinion leaders on the potential benefit to public health; and create excitement around the LoGiCane brand that would drive consumer and manufacturer interest.
The multi-faceted communication campaign reached over 3,500 individual dietitians and 50+ authoritative groups; secured the Federal Minister for Agriculture to launch the government funded innovation at Parliament House; executed a national media relations campaign that leveraged LoGiCane's partnership with the GI Foundation; and targeted news, health, agriculture, corporate and financial outlets.
Each element of the campaign exceeded expectations, with news of the product launch sweeping the nation's television, radio, print and online media outlets. Within three weeks of LoGiCane's launch and with no other marketing support beyond public relations, product demand was exceeding supply (6.4 units/store per week), with product enquiries also received from the UK, Asia and Japan.