Benefit Cosmetics hires Espresso
By Adnews Staff
Benefit Cosmetics has retained Espresso of Toronto to conduct a seasonal marketing campaign. The initiative includes street posters in Toronto and Vancouver that have attached "Benefit Glam Bags" containing sample products. The bags also contain postcards encouraging consumers to send a text message or visit the brand's Facebook page for a chance to win additional prizes. The grand prize winner will be titled "Miss Benebabe 2012" and offered early access to new product launches and invitations to special events for the year. The two-week campaign also includes sampling activities in downtown locations in Vancouver and Toronto, as well as out-of-home ads via AddMirror. "We saw an opening for Benefit to spread some holiday cheer across Canada this season, but the window of opportunity was small and approaching fast," said Ruth Goudie, marketing and public relations manager at Benefit Canada. "Espresso whipped up a sparkling promotion in record time, one that we know people will be talking about. We just want to make people laugh and encourage them to embrace our brand."