CLIENT
USA Detergents - a leading developer, manufacturer and marketer of innovative laundry care products, household cleaners, home fragrance products and personal care products needed a national program to introduce their new Wash’N Go Singles, the world’s first liquid laundry products packaged in a convenient single-use cup.

GOAL
To create a wave of publicity in print and broadcast media to establish Wash’N Go Singles as an exciting new innovation in the laundry care products category with retailers, consumers and potential licensees.

STRATEGY
Create a strategic marketing and communications program to launch Wash’N Go Singles as the latest and greatest innovation with the scores of buyers, media personnel and key executives and with consumers nationwide.

AUDIENCE
• National consumers
• Venture capitalists and financial institutions
• Prospective customers in the Food, Drug and Mass Merchandising markets
• Prospective distributors, wholesalers and brokers
• General, business, trade and special interest media

TACTICS
• Create an integrated marketing communications campaign surrounding the national introduction of Wash’N Go Singles attending the Food Marketing Institute (FMI) Trade Show in Chicago, IL in May 2002.

• Create special Wash’N Go Singles buzz at FMI Show, distinguishing Wash’N Go Singles from other products and targeting key buyers, media personnel and top executives.

• Build product awareness in general consumer, trade, business and special interest audiences through broad “earned media” exposure.

• Create targeted media relations program in trade, business and general consumer media for communicating USA Detergents’ latest innovation in laundry care.

THE PROGRAM
Media Kit
Designed, researched and drafted a comprehensive media kit with custom pocket folder that profiled USA Detergents, Wash’N Go Singles product innovation, consumer attitudes and opinions, history of detergents and laundry statistics. The kit was mailed 680 targeted media in the laundry, trade, investor, college, camping and special interest arenas and widely distributed at the FMI Show.

Video News Release
Scripted and edited a video news release spotlighting innovation, convenience and consumer reaction to Wash’N Go Singles. The video was uplinked to a satellite news feed accessed by more than 25,000 journalists, 210 TV markets and 2,500 websites.

FMI Event
Developed and coordinated product launch event featuring top USA Detergents executives, a Wash’N Go Singles promotional video and custom high-end promotional giveaways. Created invitations and postcards to attract attendance from key media personnel, buyers and top industry executives.

Earned Media
Through regularly issued press releases, the video news release, media kit distribution and follow-ups, Wash’N Go Singles received attention from major print, television and radio media nationwide. Earned media included:

• Coverage in Packaging Digest’s July edition of “Functional and Fun Packaging at FMI
• Coverage in the Financial Media Mix section of Chicago Sun Times
• Video News Release picked up and aired by major networks including WJLA/ABC in Washington, DC and other stations.

Matte News Service / Radio
Developed and placed matte educational story and radio spot that was published in nearly 130 newspapers reaching more than 4.8 million readers and broadcast on 238 radio stations reaching more than 5.8 million listeners in just under three months.

RESULTS
Wash’N Go Singles are now available nationwide through many major retailers and continue to attract media interest in many general, consumer, trade and special interest media. The FMI event resulted in an annual contract from a major national retailer and reinforced agreements with select retail, convenience, college and specialty markets.ation.