PPAI Magazine May 2023

Silver Mixie Eagan, Minnesota Objective: The Rebrand Mixie program sought to establish a leading promotional health and wellness brand of USA-mixed personal care products. Strategy & Execution: Early in 2021, HPG set out to rebrand the former Webb Company into a leading health and wellness promotional brand. The name Mixie was chosen because it reflects the new focus and conveys the company’s expertise, and the comprehensive rebrand included new colors, communications and imagery. Facility upgrades included the purchase of new machines to increase capacity and speed, a retail-style showroom and a studio to host virtual events. Mixie launched in October 2021 with a press release, a hype video and a microsite, plus a custom hype box featuring top products that was mailed to influencers. Mixie was unveiled industry-wide at The PPAI Expo in January 2022 with flavored lip balm samples and a hand sanitizer wall dispenser with six signature scents and a “Guess that Scent” contest. Results: The Mixie rebrand achieved increased email open and click rates and doubled the company’s social media engagement over 12 months. The company also doubled its liquid fill capacity for sanitizers, lotion and lip balm, and the showroom and guided tours have brought in top customers, resulting in increased orders. Must Read | PPAI Pyramid Awards Branding Campaigns Gold HPG Braintree, Massachusetts Objective: The goal of the “HPG United” campaign was to grow awareness of the value of all brands in the HPG portfolio by creating a frictionless shopping experience through the launch of an all-brands HPG website and promoting the new site. Strategy & Execution: HPG offers nine brands with over 15,000 SKUs and dozens of decoration and delivery options – however, the company suffered a lack of recognition that these all belong together under the HPG umbrella. Thus the team decided to build a single HPG website hosting all nine brands to better partner with the distributor audience. The company conducted research to better understand the needs of its distributor partners, then engaged an advanced website development firm to build a website and email platform to support those needs. The communication campaign to promote the new approach combined all email lists across the HPG brands but identified content tailored to the individual needs of distributors in order to avoid redundant or irrelevant communications. Results: The program transitioned HPG from operating multiple brand-specific websites to one site to help customers better understand and leverage the company’s offerings. Site and email performance in the first few months exceeded goals, with 72.6% traffic transfer, 14.9% open rate increase and 61.9% click rate increase. 40 • MAY 2023 • PPAI