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
- Proctor & Gamble (P&G) are turning to infomercial-style ads for many of their products, including Febreze ONE Fabric & Air Mist.
- Problem: Consumers, particularly Millennials and Gen-Z, are uninformed about how to use products.
- Strategy: P&G is utilizing the infomercial-style because it enables viewers to be informed about proper use of a product as well as opportunity for product comparison with an inferior product.
- Febreze ONE Fabric & Air Mist was launched nationally in 2017 following a limited initial release.
- The launch of Febreze ONE Fabric & Air Mist was accompanied by a commercial made in partnership with Grey New York. It is humorous while also providing a comparison with traditional air fresheners and showing ample examples of how the product is used in the home.
- Febreze ONE Fabric & Air Mist was named a 2018 Product of the Year based on a survey of 40,000 consumers.
- For a 30-second spot in 2019, P&G partnered with Brand Power (as they did for the Mr. Clean line) to produce another infomercial-style ad.
- The Brand Power ad (which is ongoing) has an 88 percent positive sentiment, according to iSpot.tv.
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.