Products, founders and brands that need to be known by people who have never heard of them.
Consumer press rewards a reason, not a launch
Most consumer pitches fail because the news is that a thing now exists. That is not news. What travels is a reason — a founder with a story, a category doing something new, a price or a supply chain that says something about the market, a product that solves a problem the writer has personally had.
The first month of any consumer programme goes on finding which of those you have, and saying so plainly if the answer is that you have a good product and no story yet.
What we cover
- Product launches and the seasonal moments around them
- Founder and brand positioning
- Gifting, sampling and creator seeding, measured properly
- Retail and stockist announcements, timed to the buyer calendar
- Beauty, wellness, home and fashion desks
- Awards and best-of lists, submitted to deadlines rather than remembered late
Gifting is a tactic, not a strategy
Sending product to a list of names is the easiest thing in PR to do and the easiest way to waste a budget. We seed narrowly, to people with a reason to care, and report what came back rather than what went out.
Where the team has worked
Between them, the people here have built consumer programmes for Coca-Cola, Disney, Dunkin’, Olipop, Boxed Water, Mejuri, L’Oréal, Hollister and Skinfix. That is individual career work rather than Wolf 38 client work, and we would rather say so than let a wall of logos imply something else. Who does what is here.
What are you launching?
Tell us the product, the market and the timing. We will tell you honestly whether there is a story there yet.
Wolf 38 