It is a common – even prescribed – practice in marketing to try and get a high profile name linked with a product to get the word out…to help with the “push”, to add legitimacy, glamour, and popularity. I recently set out to find a celebrity to team up with the Keep A Breast foundation and pro surfer Jodie Nelson for Paddle With Purpose, a 39.8 mile solo paddle from Catalina to Dana Point.  Unfortunately due to movie premiers, tour dates, hair and make-up appointments, etc., my target celebs were unavailable. However, our animal friends are proven crowd pleasers and they come without any requests or monetary needs. All we have to do is let them do what they do naturally and hope the cameras are rolling.

Proven by the success of Jodie Nelson’s amazing solo paddle when “Larry” the 30 foot Minke whale unexpectedly joined Jodie for a portion of her journey. The spontaneity was priceless…it was something that no one person could bring to the table. It was non-threatening, magical and the timing was just perfect. People relate to nature and animals, and definitely some animals rank higher than others. Don’t know of many “whale-haters” – I think they are up there with Giraffes and Panda Bears. We see them as awesome and mysterious and powerful and more importantly we WANT TO SEE THEM! It was pure magic that someone doing something so selfless was unexpectedly accompanied by a gorgeous whale just out doing his own thing.

Larry proved to be a huge and unexpected draw that we could never have planned for – and the Today Show took note! Add to that the fact he will not embarrass himself in interviews or prove to be a fraud, or take up some sexually deviant behaviors. Larry wins on all counts!
Watch the Today Show feature on Jodie and Larry here:

Keep A Breast teamed up with PONY to create the bright and colorful “Check Your Self” sneaker collection to support breast cancer awareness, and NBC San Diego gives viewers an inside look at this new collaboration.  Check it out!

Challenge: Emergen-C tasked Zenzi with the goal of promoting the Emergen-C brand and the company’s commitment to the cause of breast cancer awareness. Emergen-C’s objective was to promote its “Pink Lemonade” product to a youth demographic and make the community aware that 50% of proceeds for this product went to support their cause marketing partner, the Keep A Breast Foundation. Zenzi proposed a state-wide college tour with a wrapped RV bus, a great cross-promotional partner, “cool” giveaways and a doctor on board to educate women of the importance of breast health.

Solution: Zenzi conceived and planned a State-wide college tour with a wrapped bus, a great cross-promotional partner, “cool” give aways and a doctor on board to educate women of the importance of breast health. Zenzi chose the perfect cross-promotional partner in Roxy the girls action sports clothing brand, branded the tour and the bus wrap with a cool youthful look. The tour kicked off at the Roxy Jam surf contest in San Diego. Zenzi coordinated and contracted with UCSD, UCI, UCSB, USC, Cal Berkeley to promote and sample Emergen-C and educate college women on Campus about breast health and the importance of self examination. Giveaways included Roxy flip flops, cotton candy, and pictures with celebrity surfers.

Results:

An estimated 10,000 samples were given out, Over 60, 000 students were exposed to the Emergen-C branded tour bus and the bus toured up and down the coast of California for 10 days with great exposure to the general public. The campaign Secured over 453,226,983 media impressions, including print, TV, radio, and online. It was talked about in college dailies and the buzz around the display was felt well beyond just the girls who participated.

Emergen-C and Roxy join forces to raise funds for Keep A Breast

College students flocked to the Roxy booth to make flip flops

Art students painted casts to raise awareness during college tour

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