Astroglide Case Study

Objective:

BioFilm, Inc., a manufacturer of high quality healthcare products and creator of “Astroglide Personal Lubricant”, one of the world’s top selling personal lubricants, partnered with SWAT in 2007 to enhance their promotional efforts with college students. Market research revealed that the majority of Astroglide’s clientele were 35 years or older. A plan was created for the 2007-2008 school year to integrate Astroglide into the college scene through the SWAT/ Astroglide College Ambassador Team, and the creative promotion and sampling of Astroglide at all SWAT events and sales seminars.

Execution:

Throughout California, 32 campuses were selected for the Ambassador Program. SWAT/ Astroglide representatives were sociable, involved, influential, and definitely not shy; representatives were able to work around the taboo of publicly promoting a personal lubricant. Students provided detailed marketing summaries with photos for seven themed events per campus per semester.

Astroglide promotions extended to SWAT travel. SWAT trips, such as the SWAT 72: College Ski and Snowboard trip and SWAT Spring Break, promoted Astroglide as a trip sponsor. The product was sampled at events and concerts by designated staff in Astroglide gear.

Result:

In the year and a half with the company, we witnessed SWAT/ Astroglide Ambassadors make the name “Astroglide” commonplace among their peers. SWAT was able to remove the taboo of lubricant promotion resulting in students openly embracing Astroglide, and readily sporting their promotional gear.