PBM Products, LLC
A marketer of private-label nutritional products, PBM hired Siddall to help launch a national store brand powdered infant formula. Not an easy feat given that Enfamil® and Similac® controlled 90 percent of this $4 billion product category. Needless to say, pediatricians and new moms were extremely loyal to these well-established brands and concerned about giving an unknown product to an infant.
But given the FDA's strict regulations for infant formula, PBM’s product was virtually identical to the two category giants. Siddall’s strategy: let the world know “all baby formulas are created equal” through an aggressive public education campaign of trade advertising and public relations.
The effort resulted in positive, supportive stories from the Washington Post, the New York Times and "The CBS Evening News," as well as 290 local affiliate television stories, 33 radio reports, four network radio broadcasts and more than 50 newspaper articles in the nation’s top 25 major markets.
PBM experienced sales exceeding $30 million in 1999, more than doubling sales from the previous year. And eight months into the campaign, PBM owned over six percent of the category and was well on their way to reaching their goal of 10 percent over the next year and a half.