Case Study · Consumer CPG PR · Product Launch
A cult-following CPG brand with zero media presence turned a single product launch into a sell-out weekend, 8M audience reach, and 27 placements in 8 weeks.
Campaign Results
About This Engagement
PR Sprints are Avaans Media's 90-day consumer product PR campaigns, built for brands that need high-impact coverage during a key selling season. Every Sprint includes a guaranteed branded placement, 100K+ impressions, and category exclusivity. No junior handoff. No retainer spin-up. Just executive-led PR that moves at the speed of your launch window.
Learn About PR SprintsThe Challenge
This CPG brand had something most companies spend years building: a genuine cult following. Loyal customers, a product people talked about, and a new launch ready to make a serious splash. What they didn't have was any media presence to match that ambition.
With a pandemic-only activation window, no marketing infrastructure beyond retailer display and influencer product sampling, and a target audience of young men concentrated in California's metro markets, the stakes were high. The launch window was real. The opportunity to build something lasting from it was right there. It just needed the right PR push to make it land.
The Approach
Six weeks before the product hit shelves, Avaans began planting the brand story with media. Not a product pitch, a narrative. Journalists were introduced to the existing brand, its following, and the culture around it, so that when the launch arrived, coverage felt like a natural next chapter rather than a cold announcement.
Pandemic-safe sampling programs and a celebrity whisper campaign kept momentum building behind the scenes. The launch itself secured an on-brand celebrity birthday bash, an exclusive activation. National and statewide publications were in the mix from the start, giving the brand both breadth and the right coastal credibility for its target audience.
What Avaans Built
Pre-Launch Media Program
A six-week media introduction campaign built brand familiarity before a single product shipped. Key messaging was threaded into coverage of the existing brand, so the launch had a foundation to land on.
Sampling + Celebrity Whisper Campaign
Pandemic-safe sampling programs created organic buzz with the right audiences. A celebrity whisper campaign amplified reach through channels that felt native to the brand's culture, not manufactured.
Celebrity Birthday Bash Tie-In
An exclusive on-brand celebrity activation gave media a story with real cultural momentum. The product launch became part of a moment, not just a release date, which drove the kind of coverage that sticks.
National + Statewide Placement Mix
Coverage spanned national publications and California-focused outlets, giving the brand both broad credibility and deep resonance with its core metro audience. Every outlet was chosen to match the brand's voice, not just its category.
The Outcome
The launch weekend sold out. In two months, the campaign reached 8 million people across national and statewide media, with 27 placements secured in 8 weeks. Brand visibility increased 99%. Nearly half of all coverage, 46%, included the brand name directly in the headline, a signal that Avaans wasn't just generating mentions but building real name recognition in the market.
For a brand that had never had a media program, this wasn't just a launch. It was proof that the right PR push at the right moment can do what years of slower brand building often cannot: make a brand impossible to ignore.
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PR Sprints run on a 90-day cycle with category exclusivity. Once your product category is filled for the season, it's filled. Find out if your launch window is still open.
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