Bioré Sponsors Brandi Carlile Tour
Bioré Skincare has crafted a campaign around the tour of an emerging artist, tying the brand’s message to the refreshing discovery of unsullied song.
The tag line, “Uncover. Discover and Reveal Brandi Carlile,” plays off the messaging that Bioré customers can discover a new artist and reveal their most beautiful skin.
The agreement spans 10 concerts headlined by Carlile. The theme of the sponsorship, The Full Story Revealed, ties to the name of her second album from Columbia Records, “The Story.” More than 168,000 CDs have been sold so far and “The Story,” the single song, was featured on the popular TV series Grey’s Anatomy and on the soundtrack from the show.
The sponsorship began Sept. 8 in San Francisco at The Fillmore and ends Nov. 2 in Minneapolis at First Avenue.
In between the company is handing out 2 million samples of its Blemish Fighting Ice-Cleanser and Pore Unclogging Scrub in locations frequented by women throughout each city about 10 days prior to the concert and on-site at each event, said Judy Jenacaro, an account director with mktgpartners, which is handling the sponsorship.
“We really believe in getting the samples in the hands of consumers,” Jenacaro said. “When you try it, consumers can see the difference.”
Along with the samples, people receive a brochure with two coupons: one for $2 off with the purchase of any Bioré product and another for 75 cents off any solid deodorant.
At Biore.com, a full page is dedicated to the tour including a link to BrandiCarlile.com (which has a link back to the Bioré site). Posters advertising the concert include Bioré branding. Samplers are also distributing cards promoting both Web sites.
Radio spots run prior to each event with a call-in-to-win promo giving away concert tickets, chances to meet Carlile, Bioré products and autographed T-shirts.
The sponsorship marks the first time mktgpartners has worked with the Bioré brand, however the agency has worked with Bioré parent Kao Brands Co. before. It launched a campaign for the Curél skin care last fall, and for Ban deodorant last spring.
