The Situation
Milo’s had not engaged a national PR firm and had little brand awareness and media coverage outside of the South. As a small internal team, Milo’s sought agency support and needed a strategic thought partner to develop communications plans, execute media relations and activations to support the company’s short and long-term goals. They needed a partner who understood the brand but also the media landscape and had strong experience in CPG.
The Solution
CBC developed a strategic PR plan focused on top-of-funnel awareness and national media reach. Through creative media pitching, proprietary media trips (CBC House Programs), an effective HQ Brand Immersion Trip, and thoughtful touchpoints, we grew Milo’s small brand awareness to being featured, sampled, and requested by top national media on a consistent rotation.
CBC’S MEDIA RELATIONS TACTICS
- Celebrity partnership & management
- Buzzy activations highlighting priority products
- Engaging press and influencer trips encapsulating the brand’s story
- Creative product, brand & spokesperson pitching
- Thoughtful press releases
- Eye-catching mailers
- Award submissions & wins
The Results
33 Earned Placements
Resulting in 215,482,079 impressions
145% above goal and 22% YoY growth
Good Housekeeping 2023 Best Coffee & Tea Award
(2) Featured brand stories, including Food and Wine
(4) Outlets voted Milo’s as the #1 store-bought iced tea
43 national outlets tested and experienced Milo’s products
