Product Launch Media Strategy

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Product Launch Media Strategy

This report provides three case studies in which manufacturers successfully promoted new products, with a focus on infomercial utilization. Proctor & Gamble are strong adherents to the infomercial approach, particularly when introducing novel products such as the Swiffer. Infomercials with celebrities or influencers help products stand out, as demonstrated by Red Copper Pan. Brands are harmonizing the style of their television ads and websites. Full details are provided below.

Proctor & Gamble's Febreze ONE Fabric & Air Mist

Red Copper is Top 2017 Product As a Result of Infomercials

  • Problem: Bulbhead (the manufacturer of the Red Copper Pan) needed a way to convince consumers (most of whom have pans already) that they needed a new pan.
  • Strategy: After launching in 2016, Red Copper was heavily promoted through infomercial-style ads featuring television personality and author Cathy Mitchell as she struggled with old pans before having her problems solved with Red Copper pan.
  • Using a familiar face enhanced the level of trust in the Red Copper pan, thus helping to increase sales.
  • In 2017, Red Copper was ranked 4th for pace-setting new products (in non-food brands) based on its $53.1 million in revenue in its first year.
  • The Red Copper Pan website directly mirrors television informercials with similar graphics and an extended 1:27 second infomercial that autoplays upon loading the site.

Swiffer Infomercials Continue to Evolve

  • The major selling point of P&G's Swiffer rested on the fact that it met a large unmet need.
  • Problem: P&G needed to demonstrate how Swiffer was different than older mops.
  • Strategy: When Swiffer launched in 1999 it did so with infomercial-style ads that demonstrated the product in action and showcased its electrostatic trapping and locking technology.
  • In 2013, Swiffer ran a campaign featuring an elderly couple in their 90s: Lee and Morty Kaufman. The ads were unscripted but always demonstrated how Lee was able to get around and clean the home using the Swiffer.
  • The Kaufmans became beloved by viewers for their casually loving and often-humorous interactions.
  • In 2019, Swiffer began a campaign called "Cleaning Confessions". It features "real" people sharing their frustrations with old products, a problem that becomes remedied by Swiffer.
  • P&G is mirroring its TV content with its online content, such as providing a relatively-elaborate guide to dusting with a Swiffer. The guide includes attractive drawings and a 1:35 instructional video.
Sources
Sources

Quotes
  • "This is the crux of P&G’s move back towards infomercials: they make space to explain how one product is better than another. Such superiority marketing is something Pritchard is now pushing his brands and agencies for. "
Quotes
  • "Brand Power introduces Febreze ONE for people who want a light, natural-smelling freshness in their home. The air fresheners are designed to neutralize odors while releasing a subtle fragrance."
Quotes
  • "Following a limited launch at select retailers earlier this year, Febreze ONE fabric and air freshener is now available on thousands of additional retailer shelves. To celebrate the national television debut of this unique two-in-one offering from Febreze, Grey New York has released a commercial that takes a humorous, disruptive look at the lengths some people go to in order to avoid the overwhelming harsh sprays and scents that can be associated with air fresheners."
Quotes
  • "Febreze ONE Fabric & Air Mist | Spray & Stay Febreze Commercial"
Quotes
  • "Febreze ONE fabric and air mist, a first-of-its-kind product containing no aerosols, no dyes and no heavy perfumes, has been named a Product of the Year winner for 2018. After being introduced last year, Febreze ONE has received top honors in the Air Care category of the world’s largest consumer-voted award for product innovation. Winners are backed by the votes of 40,000 consumers in a national representative survey conducted by research partner Kantar TNS, a global leader in consumer insights."
Quotes
  • "In the epic battle of You vs. Dust, you’ll need the most effective and efficient tools to get the job done. Generic feather dusters can just move dust around and launch it back into the air. Swiffer Dusters, Swiffer Duster Heavy Duty, and Swiffer Duster Heavy Duty Extender make dusting easier, quicker and more fun.Not to mention, they trap and lock up to 3x more dust than a feather duster. So gear up and let’s do this thing."
Quotes
  • "In 1999, Swiffer pioneered achieving an amazing clean with little effort. It all started with our Trap & Lock Technology. You can see this technology in our Sweeper cloths that attract dirt, dust and hair off the floors. The dirt is trapped on the cloth, eliminating the use of brooms and dustpans."
Quotes
  • "He was referring to the popular TV spots for Swiffer, the maker of household cleaning products, which he stars in with his wife, Lee. In a series of unscripted 30-second ads, the couple discuss their blissful 44-year union and their division of household labor (Mrs. Kaufman does the cleaning; Mr. Kaufman the napping), and marvel at the Swiffer Sweeper and other supplies that have been left on their doorstep."
Quotes
  • "Renee hates mopping, especially at the end of a long day. With the Swiffer WetJet, however, Renee says she can get it all done quickly and without hassle."
Quotes
  • "1. Garnier® Whole Blends™ $121.8 2. Biofreeze® $78.1 3. Herbal Essences® Bio:Renew™ $74.7 4. Red Copper® $53.1 5. Tide® Simply Plus Oxi™ $52.1 6. Select by Calphalon® $44.4 7. Simply Straight® $44.4 8. Copper Chef® $42.7 9. Maui Moisture® $40.2 10. all® POWERCORE® Pacs $36.8 "
Quotes
  • "Companies know that having a celebrity endorsement can skyrocket sales, so many are willing to shell out serious cash to create a TV infomercial featuring a beloved star."