Launching a mega American Brand to the UK Market

Poo-Pourri is a market leading U.S. brand, founded by the power-house woman-boss, Suzy Batiz. In the years she spent conquering the U.S. market, the inspirational Suzy grew Poo-Pourri to not only be number 1 in its category, she created the category. In 2021, Forbes listed Suzy for the second time in its Forbes Richest Self-Made Women List.

With US celebrity fans including, Chrissy Teigen, Meghan Trainor and Jonathan van Ness from Queer Eye – Poo-Pourri is every nervous loo-goers bathroom saviour, giving you the confidence to spray and go, with any number two related stresses and anxiety alleviated. Simply spray Poo-Pourri before you go and the unique blend of natural essential oils and compounds absorb any unpleasant bathroom smells below the water’s surface.

Known for its American tongue-in-cheek humour, focusing primarily on toilet humour with the mantra of ‘let that shit go’ Capsule were challenged to adapt the brand’s personality to make it suitable for the UK market.

Capsule identified key points of difference in the product range that allowed us to present the products to the media with relevancy and suitable key messages. By focusing on strategic partnerships for the brand, Capsule were able to access editorial opportunities that the brand would otherwise not have access to.

With our communications strategy firmly in place, we created a natural correlation between Poo-Pourri and gut health by providing anyone who suffers from IBS, IBD or digestive issues a safe and anxiety relieving tool. Capsule identified Dr Megan Rossi as the perfect brand ambassador to drive this narrative successfully. Capsule worked with Dr Megan’s team to secure advantageous deliverables for the partnership.

With a focus on World IBD Day and World Digestive Health Day, Dr Megan provided relevant expert quotes that could be shared with media to secure editorial inclusions otherwise unavailable to Poo-Pourri. Capsule proactively pitched Dr Megan’s quotes to an extensive media network for placement opportunities ensuring Poo-Pourri was featured. Quotes and brand inclusions were secured in Top Sante, The Sun newspaper, Women’s Health, Platinum Magazine, Coach Magazine, Refinery 29 and Red Online. Capsule also negotiated with Dr Megan to host a social competition to coincide with World Digestive Day featuring a discount code to drive consumer sales traffic to the DTC site. The competition was highly successful securing 87 new followers, 139 comments and 1,104 likes.

Capsule recognised the importance of building brand awareness for Poo-Pourri in the UK. It was crucial to secure a major brand profile detailing the founder’s Suzy Batiz’s vision and creation of this sell out cult product. Capsule explored and identified profile opportunities for Suzy as a means of building brand awareness but ultimately driving sales and revenue.

Capsule crafted a strategic pitch and secured an in in-depth interview for Suzy for an interview with daily national newspaper, Metro which has a daily circulation of 6,333,085. Capsule liaised with Suzy’s US press team and leading journalist Nicole Mowbray to host the interview via Zoom. The interview resulted in a three-page feature both in print and online. Poo-Pourri saw a significant spike in sales on their DTC site on the day of publication.

Capsule was also given the additional remit to oversee the social platforms of Facebook and Instagram for the brand. The initial focus was to drive sales on the DTC site by creating a Facebook social advertising campaign in theme with the festive season and aligning with sales promos on the DTC site.

Imagery and videos were adapted to ft the theme and helped to drive a very successful period on the DTC site with sales up 200% compared to 2019. The best performing month with Facebook ads resulted in 568 purchases, 238 incremental purchases and ROAS of 1.20 on the platform which meant that the ads themselves were turning a profit of 20%.