Purex Natural Elements

Driving a trial of Purex through “green made easy”

Challenge

• How do you build differentiation and trial for Dial Corporation’s first “green” laundry detergent in the saturated laundry marketplace?

Insights

• Purex target supports “green” – as long as it doesn’t mean extra cost or work
• Target learns by participation and seeks opportunities for self-expression

Strategies

• “Purex Saves Green” brings product benefits to life by connecting consumers with “green” – the easy way
  • Consumers created virtual “green”-themed T-shirts to raise money for Earth Day Network, chance to win Smart car
  • Featured information on Purex Natural Elements, tips on “green” cleaning
  • Haloed Dial’s focus on sustainability
  • Online auction benefited Earth Day Network, aligned Purex with top celebrities
  • Nine celebrities designed eco-themed T-shirts for auction: Jaime Pressly, Christie Brinkley, Glenn Close, Chevy Chase, Bette Midler, Martha Stewart, Andre Agassi, Billy Baldwin, Robert F. Kennedy, Jr.
  • Earth Day media launch: Jaime Pressly proclaims “Green is New Black” Message: Seeks Green + Value in laundry detergent

Success

• Shipments, share growth outpaced forecast
• Green brand association (women, 25-54) increased +95%
• 97MM impressions and 45 blog placements
• Site received 300,000+ unique visitors, 75,000+ T-shirt entries