New Brand Introduction With Unconventional PR

A regional pool products innovator bucked the trend.

Rather than relying on bromide and chlorine to keep swimming pools and hot tub water clean, Vision used a proprietary ozonated process that was unheard of in the US, but which was used widely in Europe - especially by the Olympic Swim teams. With a limited budget, this client approached XtraGlobex and we leveraged our I-Mix process to find the way to take them to market. We found the message that would resonate to provide a sustainable competitive advantage through our Immersion Branding process, by combining the healthfulness and beauty benefits of the products. XtraGlobex gained coverage in Vogue, Elle, Mademoiselle and USA Today by publishing a spring “pool care chart” that analyzed the various water purifiers and the benefits of each. We then wrote a short book about pool care - which again looked at the various methods. This led to news coverage on TV and radio stations throughout the country. We also placed the book for sale in Borders. Results: the company sold three times more product than projected in their business plan and was able to secure a second round of funding from investors.