360° Solutions: Winning with Trades, Consumers and Influencers

CHALLENGE
Launch came at a time of growth in the category – hardwood floor penetration as a leading choice among households was growing, and installers were increasingly faced with making maintenance recommendations to consumers.  P&G’s Swiffer success demonstrated that a new mop system could drive the category. 

EXECUTION
Orange Glo’s comparable price point and innovative features (scent, mop design and refill) were key to differentiation – retail was asked to stock large, premium-priced packages with unproven inventory turns from the shelf. The PR plan focused on education, validation and differentiation.  A three pronged approach proved successful; it included third party validation, trade driven communications and consumer product reviews.

LeGrand Hart focused media relations and direct communications in priority areas:

• New product features in specialty retail, grocery trades
• Education campaign to builder/installer print and online publications using consumer  
  opinion and category insights research 
• Favorable consumer product reviews in national and local broadcast and print outlets

RESULTS

• Product was stocked in impactful locations at specialty retail and grocery chains, based in part on the push/pull PR strategy
• National media reviewed the product favorably, resulting in sales increases and inquiries
• The trade perceived it as a viable alternative to other brands and stock
  Impressions reached nearly 39 million in the first year and a half of launch, and
  placements were on message more than 74 % of the time
• Managed a voluntary recall on the mop system to maintain consumer  trust and credibility early in the launch process