Lysol Line Extension Serves Up the Soft Sell

Parsippany, N.J. — Reckitt Benckiser knows that consumers are getting the message that hand washing prevents the spread of germs. A global survey conducted by the manufacturer revealed that 54% of respondents wash their hands with soap five or more times a day.But Reckitt, maker of Lysol, also knows that women think antibacterial hand washes irritate and dry out their skin by nature, and that germ-free hands come at the expense of soft skin.Now, in support of a Lysol line extension, Reckitt is trying to spread the word that its Lysol Touch of Foam hand wash is hard on germs but soft on skin. "We had to bring something new and different to market, with a unique selling proposition, because we are not the first; there are big national products in front of us" that kill bacteria, says Gregory Chabidon, Lysol marketing director.Although Lysol Touch of Foam was preferred over the leading national competitor in a blind test, Chabidon says, that is not the campaign's emphasis. Instead, an integrated campaign culminating at New York Fashion Week in September positions Lysol Touch of Foam as a luxurious, not strictly utilitarian, product with skin-softening "moisture-enriched micro-bubbles," three spa-like fragrance options and a creamy lather that kills 99.9% of germs on contact.And since the Lysol brand typically isn't associated with hand and skin products, fashion designer Cynthia Rowley was brought on board in a PR move to create beauty media buzz.All the campaign elements are meant to raise awareness and spur action in a three-step approach referred to behind-the-scenes as "Know it. Try it. Love it and share it." The first objective – "Know it" – was supported by TV, print and banner ads; social media platforms; a Lysol homepage takeover; and POS elements including front-of-store ads and shelf talkers.Driving massive trial and developing socially networked ambassadors are key to achieving the latter two objectives. An eight-week mobile spa tour – picture a bus-based "spa on wheels" – hit key retail partner locations so shoppers could "experience and try [the product] firsthand in a luxurious environment," says Gary Rizzo, Reckitt Benckiser brand manager innovation for North America and Europe. Onboard, "brand ambassadors" gave hand massages, talked up the product and passed out coupons.Lysol also partnered with Walmart's on-site Regal Nails salons to provide brand exposure and trial opportunities as "close to shelf" as possible. Proximity and immediacy are key, says Chabidon: "When you have a product [and consumers] can feel the difference instantly, you need to capitalize on that." Walmart nail salons "are all about hands and hand beauty," he says, "and they're very close to shelf."Other major retail partners, which Rizzo declined to name, hosted in-store product demos to drive trial.To engage and create excitement among consumers, Lysol is conducting an online package design contest in which entrants choose and combine patterns and color swatches conceived by Rowley, expressly to evoke the product's "duality," Rizzo says. The winner, selected by Rowley, receives a $5,000 shopping spree and a trip to Fashion Week.Consumers encountering the new product in these various ways were encouraged to share their experiences and impressions with their social networks. In addition, Lysol leveraged influential bloggers through Walmart and word-of-mouth marketing firm BzzAgent, a dunnhumby company headquartered in Boston.Other creative and strategic partners include global advertising agency Havas, Paris; Havas Impact, Chicago (experiential); Genuine Digital Media, Boston; Integrated Marketing Services (shopper marketing), Norwalk, Conn.; Tonic Public Relations; and Zenith Optimedia.

Lysol Line Extension Serves Up the Soft Sell

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