Burt's Bees, in search of a younger demographic for a new sub-brand, has posted a 90-second animated video on its Facebook page that is a destination touted on some 2.6 million scratch-n-sniff cards. The video prompts viewers to scratch and sniff the cards at various points. The company is also using mobile to introduce the new natural brand called Güd.
A major in-store program, couponing and a college campus tour are part of an integrated marketing effort to draw attention to the promotion. Güd, pronounced "good," is a line of products that spans eight different personal care product categories and shifts a bit from the brand's typical earth-friendly natural skin care products. Güd products incorporate scents with such youth-friendly names as Pearanormal Activity (sold exclusively at Target), Orange Petalooza, Floral Cherry Nova and Vanilla Flame.