Case Study: Sambucol achieves national ingredient trust with Media Relations Agency

Sambucol becomes a trusted national brand with Media Relations Agency

Media Relations Agency was hired by Sambucol to elevate the little-known black elderberry from obscurity to a household name in the US. The primary challenge was that both the ingredient and the Sambucol brand were virtually unknown, and the product name itself was awkward and difficult for consumers to pronounce.

The solution from Media Relations Agency involved a national media campaign to first educate the public about black elderberries and then link that knowledge to the Sambucol brand, even using the scientific name Sambucus nigra to make the brand name more understandable. As a result, Sambucol became a commonly found and trusted product in American homes, receiving ongoing unsolicited media coverage each year. The vendor successfully achieved the transition from unknown to mainstream acceptance for the brand.

Sambucol