Agency to Support U.S. Debut of Spray ‘n Wash® Bright & White
March 18, 2009—Oakbrook Terrace, Ill.— Chicago-area based JSH&A Public Relations has been awarded the Spray ‘n Wash® Bright & White PR business from international consumer products leader Reckitt Benckiser. The integrated, year-long campaign applies JSH&A event expertise, trademarked LIF™Style PR approach and Social LIF™ practices to create a highly targeted communications campaign designed to connect the brand messages with moms on- and off-line.
The agency’s initial assignment is the launch of Spray ‘n Wash Bright & White, Reckitt Benckiser’s highest priority brand launch in the United States this year. JSH&A designed a campaign aimed at changing consumer behavior and purchase decisions and encouraging consumers to try a safe and effective alternative to chlorine bleach. The campaign kicked off with a colorful event at New York City’s Grand Central Terminal; a clothesline comprised of nearly 1,000 t-shirts visually displayed the 97% of garments that warn against using chlorine bleach. The stunt provided the backdrop for a national satellite media tour, launched an online laundry education destination and sweepstakes at ListenToYourClothes.com, and served as the forum to host the first Spray ‘n Wash Mom Panel, an advisory committee comprised of prominent mom bloggers.
“We’ve developed a program that connects the brand story with our consumer target on- and off-line,” said Laura Dihel, senior vice president, JSH&A and Spray ‘n Wash account lead. “Moms are busy and research indicates most consumers are creatures of habit in the laundry room. Our campaign educates and engages consumers in the conversation in order to change purchase decisions and drive trial and sales of Spray ‘n Wash Bright & White.”
Building upon momentum generated at the product launch, JSH&A’s Social LIF practice will continue to foster the brand conversation and category education online.
“Reckitt Benckiser selected JSH&A to support this critical product launch based on the agency’s creativity, strategy and partnership,” said Blaine Streisand, brand manager, Spray ‘n Wash. “They are committed to supporting our brand objectives and operate as a valued extension of our marketing team.”
Reckitt Benckiser joins an impressive roster of blue chip clients serviced by JSH&A Public Relations including: The Hershey Company, Beam Global Spirits & Wine Inc., McDonald’s, Redbox Automated Retail and Robert Bosch Tool Company.
About JSH&A Public Relations:
Chicago-area based JSH&A is an award-winning public relations agency known for its trademarked LIF™Style marketing approach, Social LIF™ practice and issues management expertise. Celebrating its 20th anniversary, JSH&A is redefining strategic public relations with high-impact campaigns that build brands and corporate reputations. For more information including case studies and to view the company’s social media newsroom, visit www.jsha.com.
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