Product
The new range of herbal teas from Healtheries
Challenge
To get a large number of mid-high socio women trying the teas and seeing the advertising campaign.
Solution
InWaiting campaign in 440 mid-high socio salons throughout NZ. Each salon was sent:
- 1 Australian Vogue magazine with front cover InWaiting advertising
- 1 Harpers Bazaar magazine with front cover InWaiting advertising
- 9 boxes of Healtheries teas
- 12 'menu' cards from which salon customers could select a tea
Stylists were encourage to trial the teas and offer the tea to clients. 
On site research was conducted with a sample group of salons at the end of the campaign. Over the 1 month sampling period, 92,400 cups of tea were given out in the salons. An estimated 220,000 people in the salons saw the advertising campaign. Salon staff enthusiastically participated by encouraging clients to select a tea from the menu card during their appointment. Feedback was overwhelmingly positive with many salons buying replacement stock once the campaign had ended.