Pitbull Fragrance Project

Location

Barclays Center; Brooklyn, New York – Evening of Pitbull Concert

Date

December 26, 2013

Challenge:

To introduce Pitbull’s newly launched Male and Female fragrances entitled “Pitbull”

Solution

Power Moves Inc. (PMI) executed a Grassroots Sampling program enlisting a team of 22 diverse, male & female models as ambassadors to aggressively promote the Pitbull fragrances at the Barclays Center in Brooklyn in accord with Pitbull’s concert that same evening.  True to Pitbull’s “Mr. Worldwide” persona, PMI used it’s ethnically diverse promotion models to play on this image and the integrity of the brand. Capitalizing on the high foot traffic around the Barclays Center, PMI distributed 10,000 spray samples, engaged and encouraged consumers to purchase the fragrance inside the arena and exclusively on Amazon.com thereafter.

Result

The Grassroots execution was very impactful.

• 10,000 Spray samples were distributed
• Nearly 100,000 impressions were made
• Consumers expressed their pleasure with the fragrances claiming that they would go to Amazon and purchase the newly launched “Pitbull”