FOR IMMEDIATE RELEASE
Tyrha M. Lindsey
Pioneering African American Company Continues To ’Step Up Its Game’
By Supporting Radio One’s Annual Birthday Bash.
New York, NY – May 23, 2011: This Memorial Day weekend, Johnson Products Company, Inc. (JPC) will sponsor Spring Fest 2011 in Miami, Florida. Known as Radio One’s Annual Birthday Bash and the hottest destination for trendsetting young adults, JPC will debut its newest product line, Ultra Sheen® Men™ (US Men) at the Memorial Day weekend festival that features the hottest acts in Hip-Hop, Reggae and R&B. Targeted to the “Urban Gentleman” who is a trendsetting man with style and swagger, JPC plans to shine a spotlight on US Men during Spring Fest 2011 by creatively promoting its products and its “Step Up Your Game” mantra to the festival attendees.
“We at Johnson Products Company are thrilled to support Spring Fest 2011 in Miami this year,” said Robert Hudson, brand manager for JPC. “This partnership reflects our commitment to engage consumers in entertaining and fun environments and provides an opportunity to introduce our Ultra Sheen® Men™ products to our target audience in a creative and non-traditional way.”
JPC’s collaboration with Spring Fest 2011 falls under the company’s strategy to deliver a 360 Degree° Lifestyle Marketing Mix to its consumers. This type of marketing outreach allows for JPC to communicate to its consumers the features and benefits of its products by generating extremely strong product and brand awareness in advertising and promotional campaigns. JPC’s marketing mix uses relevant and attractive visuals complemented with language that resonates with its consumers, all set in traditional and non-traditional advertising and communications channels.
Spring Fest 2011 in Miami is three days and three nights filled with live performances, celebrity parties, fashion shows and more. Among this year’s featured artists are Chris Brown, Keri Hilson, Jeremih, Marsha Ambrosius, Miguel, Trina, Stephen & Damian Marley, Shabba Ranks and Lloyd.
For more information on Ultra Sheen® Men™ and Johnson Products Company, visit http://www.JohnsonProducts.com. For additional information on Spring Fest 2011, visit http://www.springfestmiami.com.
About Johnson Products Company
Originally founded in 1954 and newly established as an independent company in 2009, Johnson Products focuses on strategic brand and business development in the ethnic hair care market. The company has been a leading brand in the African American community for more than a half-century and currently offers more than 60 hair care products under the Gentle Treatment® and Ultra Sheen® brands.
For more information on the newly acquired Johnson Products Company, its family of brands and to download photographs of the new management team, visit the company’s Website at http://www.johnsonproducts.com.