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SIX STAR x Kellogg’s Froot Loops Flavor Protein Shake Launch
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+30% Incremental Sales Lift
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+13.5% New Sam's Club Members
The campaign resulted in immediate high-impact sales, selling out at all Sam’s Club stores (nearly 600) across the country in less than one week.
A Winning Formula
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Star Power
Signed three college football players entering the Pro Football Draft - Roman Wilson (2024 National Champion), Ladd McConkey (2023 and 2022 National Champion), and Xavier Legette (South Carolina WR).
Leveraged Six Star Athletes TJ Watt (Top Pro Defensive Player), Jalen Milroe (Star Alabama QB), and Anna Frey (Tennis and TikTok sensation).
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Ground Game
Sent Anna Frey (2M TikTok Followers) to the draft in Detroit to visit a local Sam’s Club to try the shake and create content.
Activated key Sam’s Club influencers and Team Six Star ambassadors (450+ members) to promote the new shake through taste test videos and in store Sam’s Club visits.
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Social Media & PR
Took advantage of the Pro Football Draft to promote the shake through the college stars’ social media and press appearances.
Generated over 3 million views with Anna Frey’s Sam’s Club video on TikTok and Instagram.
Over 25 earned media placements in outlets such as USA Today, The Spun, NBCUniversal, SB Nation, The Draft Network, and FanSided.
