Auro-Dri: Aaron Peirsol
Gold Medal Greats (GMG) targeted Auro-Dri as an industry leader in the world of aquatics, and a company that resonated strongly with GMG Clients. Auro-Dri, the leading swimmer’s ear remedy, was searching for an aquatics program with substantial reach to swimmers, coaches and parents. After an exhaustive review, they chose the American Swimming Coaches Association (ASCA) and its SwimAmerica program to launch their consumer facing program.
ASCA, a GMG client and the largest organization of swim coaches in the world (over 7,000), along with their SwimAmerica Program, the leading learn-to-swim program in the nation, became a valuable resource to Auro-Dri. Working with ASCA/SwimAmerica they would have access to nearly 1 Million Swimmers across the country
Auro-Dri brand managers were also searching for an iconic spokesperson to speak to their base demographic on the efficacy and value of their product. Aaron Peirsol was the perfect fit. The 7-Time Olympic Medalist appeals to both women and men and is an esteemed role model in and out of the pool.
Combining their spokesperson and product sponsorship, Auro-Dri began distributing product information, and samples to ASCA centers nationwide utilizing Aaron Peirsol’s name, image and likeness. Auro-Dri has also created an annual couponing program where they distribute coupons at 350+ SwimAmerica programs. While specific redemption rates have not been shared with GMG, Auro-Dri says that the program has been a huge success.
Hosting an “Ask Aaron” section on their website, Auro-Dri educated consumers on their product. Auro-Dri also utilized Aaron Peirsol through scheduled media days including a recent media tour in NYC where his image and association with Auro-Dri was displayed in Times Square.
Auro-Dri utilized communication with ASCA coaches as a vehicle to understand the buying habits of their customers. As Auro-Dri’s only consumer facing program over the past 7 years, the company has experienced double-digit sales growth stemming from their association with both ASCA/SwimAmerica and Swimmer Aaron Peirsol.
