To Ga-Jol, the summer of 2009 was the summer of fashion and art. The Danish people’s favourite liquorice lozenges Ga-Jol entered into collaboration with ten well-known Danish artists and designers, who were all given the task to design a Ga-Jol carton. During August 2009, an imaginative and colourful collection of Designer Ga-Jol hit the streets. Essencius was brought in to generate publicity all the places Ga-Jol normally does not reach. We drew up a clear PR strategy that focused on the visual aspect, which was concentrated at fashion portals, bloggers and design magazines. Within two months Designer Ga-Jol got exposure in 20 media and more than 10 blogs.
”Through a determined effort and knowledge of the new social media, Essencius generated much attention for our Designer-collection on platforms we normally would not reach. The PR efforts turned out to be very effective and profitable as a marketing channel.” Gitte Korsholm Kristoffersen, Brand Manager at TOMS.