Steaz Cactus Water Launch

Business Strategy

To launch Steaz Cactus Water, LANE executed a multidimensional strategic PR and marketing plan to drive sales and build buzz. Key elements of the campaign included the following:

  • An exclusive launch announcement with BevNET and media mailers / product sends to top-tier consumer and trade publications
  • A partnership with Flywheel Sports for consumer and media rides, social engagement, and mass sampling in LA, NYC, Chicago and Boston
  • Engagement of influencer Lo Bosworth as a celebrity co-host to build further buzz for the brand and create additional media opportunities
  • Partnership with Elite Daily in NYC on a social media giveaway
  • Media interviews for Steaz executives on-site at the Natural Products Expo West Conference

Result

Results of the campaign included more than 208 media placements and 1,700+ engagements on Steaz’s Instagram and Twitter channels.  In addition, 4,500 cans of Steaz Cactus Water were sampled, eliciting passionate testimonials from media and consumers alike.

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