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Homepage 2018-11-28T15:14:08+00:00

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Dove – A Masterbrand with purpose and a platform to launch category leaders

To differentiate Dove, make it relevant in the cluttered beauty category and launch a host of products year over year, Harbinger, in partnership with a team of partners, worked to uncover and launch the brand’s purpose. For the past 15+ years, we have launched new initiatives and new products all under the key tenants of the brand to make girls and women feel good about themselves and keep consumers coming back to the brand again and again. Since the inception of the campaign and the brand’s entry into several personal care categories for women AND for men, we have seen a significant positive shift in brand perception and massive sales.

Sweet Success for MadJack

An apple lager was preparing to launch in a few months and asked Harbinger to quickly develop and deploy a launch strategy across Canada. Critical to the brand’s success was the ability to get ahead and stay ahead of the brand’s #1 competitor who were on the heels of our client’s launch. We aggressively monitored and assessed the competitive threat to maximize our efforts and impact both at launch and for the long-term.

Driving Healthy Sales of California Prunes

Harbinger launched a Canadian public relations campaign on behalf of the California Prune Board to promote the versatility and health benefits of prunes. With no advertising support and by leveraging dietitians, targeted influencers and traditional media as credible third-party spokespeople, we increased the volume of California prunes being shipped into Canada by 5 per cent and increased sales by 8 per cent, in the launch year.

A New Format for Dole

Harbinger launched a new format in Canada through an integrated marketing approach. Media partnerships, experiential, influencer and media relations generated results that surpassed the client’s targets on all levels.

Making the Switch with Seventh Generation

While already available in Canada, Seventh Generation was looking to formally launch the brand with relevant consumers to compel them to switch from conventional household cleaning and baby products. Harbinger led the launch of an immersive and highly interactive brand experience, taking Canadian media and key influencers through an in-home journey that spanned product stress tests and packaging transparency to advocacy and purpose. Our work succeeded at changing the conversation and driving conversion to purchase.

A Simple Strategy

A long-time favourite skin care brand of the UK, Harbinger drove awareness and trial for the brand’s debut into Canada. Key to a successful strategy, was understanding the balance between leveraging the brand heritage and love across the pond with beauty trends and needs of Canadian women today.

Latest Blog Posts

More than a pretty face – Personal Care launches that succeed

Every product in this cluttered category is launched by marketers with a promise for a “better version of ourselves” for the consumer. With so many selling points and daily innovation, messages become jumbled and turn into noise as it reaches your prospective audience – making it a challenge to break through.

Why your brand launch needs an earned media plan

Whenever you see a brand name in a news article, do you ever wonder how that brand got mentioned? Chances are an earned media specialist has contacted the journalist and recommended a newsworthy way to include the brand in the journalist’s story.

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About Harbinger

For 30 years, Harbinger has helped hundreds of clients optimize the debut of their brand, product or purpose in Canada, achieving results that matter most to their success.

We have experience leading unique go-to-market strategy, as well as adapting global plans for optimized success across the country. We believe it’s about making the best first impression and driving momentum to make it a lasting one.

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Have questions about how we can help maximize the launch of your brand or product? Tell us a bit about yourself and we will get in touch:

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