In an effort to convince messy eaters that stain removal can be dealt with outside the laundry room, SC Johnson has launched Shout Wipes.
‘You can carry this product with you,’ says Tim Mulroney, product manager, personal care and laundry products for the Brantford, Ont.-based company. Each package comes with 12 individually-packaged wipes, perfect for a purse or briefcase, says Mulroney.
He says the company is using Shout Wipes to try to build the category of pre-wash soaking products. He adds that, besides day-to-day use for both males and females, he could see the wipes being used at specific times, such as during plane travel with children.
Shout Wipes will be placed beside other Shout products – in liquid, gel and stick formats – on grocery-store shelves and will be supported with pop materials, says Mulroney.
A 15-second tv commercial, by FCB Toronto, is now running nationally. The spot focuses on the theme: ‘Treat stains whenever and wherever you go.’
Optimedia handled the media buy.
