New company struggling to launch it’s signature product Stroke 29, a men’s solo personal lubricant. The creme lubricant transitions to an oil as it is worked in resulting in longer lasting lubrication.

Market dominated by multi-purpose, water-based, condom-safe lubricants which dry out quickly and require re-application Unique and innovative product addresses need for longer lasting lubrication Few competitors in solo lubricant market Category leader Men’s Creme appeals to older audience and is losing market share Stroke 29 is oil based lubricant and not condom safe limiting its marketability Client unwilling to lower $30 suggested retail for 4 oz. jar. Anticipated that price point is too costly for solo market One product company Agency reluctant to enter “adult market”

Research showed additional opportunities in personal lubricant market. Eros and Pjur, leaders in profitable silicone lubricant sector were involved in trademark dispute. High price point of both products and confusion between two brands showed opportunity for lower priced silicone lubricant with distinct brand identity Research showed positive reaction to Men’s Creme alternative Convinced client to launch with product line instead of one product Led research and development of Gun Oil (silicone lubricant) and Jack Jelly (Men’s Creme alternative solo lubricant) Developed grass roots market-by-market sales and marketing strategy for product line launch Established direct-to-store sales strategy bypassing distributors allowing for increased profitability Established trade show schedule which included gay pride festivals, business-to-business shows and adult consumer shows to launch product line and provide “hands-on” demonstrations and product samples Hired and managed sales team for direct-to-store sales contact prior to events Directed sales teams to specific markets prior to shows for in-person contact Provided retailers with consignment product, promotional materials prior to show, and advertising support at shows Developed and designed all marketing materials – packaging, trade show and promotional materials

Edgy, out-of-the-box marketing materials caught attention of attendees at all shows Hands-on demonstrations attracted huge crowds and show buzz Attention at shows resulted in significant traffic at retailers after show, resulting in sales and future wholesale orders Consumers rejected $30 Stroke 29 suggested retail. SR changed to $24 Success of direct-to-store wholesale strategy resulted in contact by 15 major distributors offering to negotiate commissions to represent product line $6 million in sales in first four years Gun Oil #1 selling specialty silicone lubricant in U.S. within 4 years of launch