Viactiv/Verrier: Strategic Partnership
Women’s nutritional brand, Viactiv, partnered with Verrier in 2009 for their “Style and Strength For Life” campaign.
Goal
- Build a stronger connection with their fashion-minded target audience, by connecting to her passion for fashion
Tactics
- VIACTIV® Brand created a integrated brand experience at New York’s Mercedes-Benz Fashion Week through a partnership with emerging design house, Verrier
- Designer and 2009 VIACTIV® Spokeswoman Ashleigh Verrier created a one-of-a-kind Red Dress for the Heart Truth Runway Show on behalf of Viactiv
- Verrier-clad models distributed more than 4,000 VIACTIV® Calcium Soft Chews in the main tent of Bryant Park
- Verrier designed and gifted 400 limited-edition “My Daily Promise” bracelets to attendees at the Autumn/Winter 2009 show as a stylish reminder to meet the calcium intake requirement each day
- Ashleigh and her mother and business-partner, Jude Verrier, provided exclusive behind-the-scenes commentary and video content for the Viactiv Web site
Results
- To date, the campaign, which launched in February 2009, has touched more than 100,000 Mercedes-Benz Fashion Week attendees and garnered more than 3 million media impressions