Breathe Right Stakes

GlaxoSmithKline, PHD US

What we did

PHD USA used an event from the world of thoroughbred horse racing to drive up sales of Breathe Right nasal strips, which help people breathe better and sleep better.

When America’s favourite horse, California Chrome, wore equine nasal strips as he romped home in the Preakness thoroughbred race in May, it sparked a flurry of conversations in the US media.

The agency quickly unleashed a responsive marketing campaign for Breathe Right, using social and digital media, TV ads and PR in advance of Chrome’s next race, the Belmont Stakes three weeks later.

What our audience did

After receiving Breathe Right samples from us, the media were quick to bring the brand into the conversation. USA Today featured an exclusive story about Breathe Right’s partnership with the Belmont Stakes, sparking further media coverage and exposing consumers to the product.

What it achieved

The campaign earned Breathe Right over a billion media impressions and led to a huge spike in sales, which rose 10% in the first week and were up by 22% in the third week.