Purex kicks off integrated campaign for its?Complex Crystals laundry softener

The Offer: Purex, a detergent brand within Henkel’s North American portfolio, promoted the launch of its crystal-based Purex Complete Crystals Softener product with an integrated campaign that asked consumers to “say goodbye to liquid.” An FSI lets consumers receive a free sample of the product as well as opt in to the brand’s loyalty program. ?

The Data: Consumers who opt in to the loyalty program receive future messaging, including coupons, for the product. Purex expects the initial customer base and subsequent members of its database for the Complete Crystals product to be composed largely of buyers who previously had no interaction with the Purex brand.?

The Channel: The campaign kicked off at the end of December when the Purex Insiders group of mommy bloggers received a sample of the product and were invited to begin blogging about their experience with it. Ads appear on TV, in print and online, while in-store LCD screens at participating retailers play TV ads to further influence at-shelf purchases.?

The Creative: TV and print ads, created by Energy BBDO, appeal to the positive effect that a 92% pure product can have on clothing longevity and function compared to oil-based softeners. A microsite offers consumers the latest product promotions, as well as instructional and informative videos highlighting the benefits of Complete Crystals over its competitors. Zooka Creative handled social media, digital and in-store marketing.?

The Verdict

Bob Klein is chief strategy officer at Blue Chip Marketing Worldwide, working across the company’s healthcare, retail and brand divisions. He has held senior positions at DDB Worldwide and Cramer-Krasselt. Learn more about him in a Q&A.

Innovating in the laundry segment isn’t easy. A commercial dramatizes the way the product infuses fabrics with fragrance, while pre-launch blogger outreach gets the buzz started in a way all new products should. The website, though, missed a chance to bring the innovation home. ?

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