AIM Recipient of GOLD Reggie Award for Hispanic Promotion Work.

The Promotion Marketing Association (PMA) has selected San Diego based Hispanic promotions company, Alternative & Innovative Marketing, LLC (AIM), as the recipient of a GOLD REGGIE Award in the multicultural category for the best Hispanic promotion in the country for 2005. REGGIES are awarded in recognition of outstanding promotions with an emphasis on results. The winners were announced at PMA’s Conference March 9th in Chicago.

AIM and its client McNeil Consumer & Specialty Pharmaceuticals were honored for the development, execution and results the unique grassroots marketing program achieved in helping to create awareness and educate U.S. Hispanic consumers about the availability of Imodium A-D liquid.

A team of Bilingual Brand Ambassadors equipped with custom backpacks resembling a full-scale toilet provided the foundation of the breakthrough promotion, distributing Imodium A-D liquid samples and educational material. They visited major Hispanic events and targeted local neighborhoods throughout the Hispanic community.

The program enabled consumers to understand the role Imodium plays in the world of digestive health and learn more about the fast, effective relief from diarrhea available from the new liquid Imodium®.

The program was conceived with the goal of breaking through the clutter and generating “buzz” in the Hispanic community while delivering key brand and educational messages to consumers. Utilizing the custom toilet backpacks as the go-to-market approach enabled the brand to grab consumer attention, immediately frame the problem, and engage consumers in an effective solution along with a memorable brand experience.