Launch campaign
Beacon Brands came to ON JJ LTD with a new sustainable household product line and a tight launch window. They needed a campaign that would cut through noise, drive trial, and establish the brand as a credible alternative to established market leaders.
The challenge
Launching into a mature category required a differentiated strategy. Beacon had limited awareness and a modest budget, so every channel and creative decision had to deliver measurable impact without diluting their sustainability message.
Our approach
ON JJ LTD developed a multi-channel launch campaign with a clear narrative: "Better everyday, without compromise." Creative emphasized product efficacy first, with sustainability woven into the story rather than leading it.
- Launch strategy and messaging platform
- Creative concept and asset production for video, static, and OOH
- Paid media planning and execution
- Influencer program and in-store activation support
Results
The campaign exceeded targets across the board. Beacon achieved 2.3x their projected trial rate in the first quarter, and the campaign framework has since been adapted for two additional product launches.