Product Launch Campaign Agency

Everything in a launch is negotiable except the date. Which means the schedule is built backwards from it: dispatch, then production, then proof approval, then artwork, then approvals that are outside your control - regulatory clearance, legal sign-off, a distributor's confirmation of outlet counts.

Working forwards from the brief instead is how launches end up with the pack ready and the dealer material three weeks late, or with a beautiful campaign and no leaflets in the field.

The first conversation is therefore about the date and the dependencies, not about the creative.

The pack itself - label, carton, and whatever goes inside the box. The trade literature - product leaflet, technical sheet, catalogue insert. The dealer kit - counter unit, dangler, shelf material, and often an incentive or sampling piece. The field material - demo boards, meeting banners, sampling kits.

And the internal set that nobody budgets for and everyone needs: sales team briefing material, a presentation, a price list, and the answers to the questions a distributor will ask on day one.

Producing all of that from one artwork family, on one press, is what makes a launch look like a launch rather than like six suppliers working from the same brief.

Most launches we work on go into a network that already exists - a few hundred dealers who already stock three of your products and five of a competitor's. The campaign's real job is to earn shelf space and a recommendation, not to build awareness from zero.

That shifts the weight of the budget towards trade and point-of-sale, and it makes per-outlet kitting essential: every dealer opens a box on the same week, with the same set, ready to put up.

It also makes the follow-up material matter. A launch that lands and then goes quiet for a season loses the counter space it won.