The Basis Women’s cycling team was in New York City over the weekend to race in the BMC Software New York City Cycling Championship. In addition to racing and educating cyclists about bike safety, two members of the team also distributed more than 7,500 Basis Soap as part of a low-to-the-ground marketing effort.
This summer, Beiersdorf, Inc’s Basis brand is targeting 18-34 female outdoor enthusiasts with a combination of retail marketing, grassroots events, sweepstakes overlay, and product sampling as part of its sponsorship of the Basis Soap Professional Women’s Cycling team in the National Pro Cycling Tour.
The campaign, created by Source Marketing, Westport, CT, includes promotional packaging, uniform and equipment logo designs, and a Web site sweepstakes for a Brunello bicycle by Javelin.
Network
