Purex Offers Proof to Target Shopper: Mom

Scottsdale, Ariz. — Henkel Corp., which specializes in value-priced detergents in a category dominated by big players such as Unilever and Procter & Gamble, knew it needed to provide an easy answer to the question: Does this laundry product work?Its nearly 100% "mom" audience needed to discover the cleaning power of their new pre-dosed detergent – Purex UltraPacks, which launched in February – because not only was the product new, but its actual form was unfamiliar to U.S. consumers (pre-dosed packs have been popular in Europe but are just debuting here). That meant Henkel had to overcome skepticism regarding the efficacy of this new product type, educate consumers about its use, as well as spread the word about UltraPacks."Connecting with consumers has been our company's mantra from day one, and for this product, we wanted to connect with our primary core target – mothers who have large laundry needs," says Kiem Ho, director of marketing for Henkel North America's laundry care and detergents group. "We knew we had to have a proof point for UltraPacks to show that they actually work to clean clothes for families doing multiple loads of laundry each week. Therefore, we wanted to make sure that mothers were invited to try the product and were offered the right information."To reach them through social media, Henkel provided free product samples to nearly 2,000 mom-focused bloggers with built-in followings who served as Purex "Insiders" – a program that provides invited bloggers with an exclusive welcome package, opportunities to preview new products and a chance to give feedback on future product development, as well as a community Insider website. The bloggers were not compensated for writing about UltraPacks, but Henkel counted on some good reviews that would spread the word about UltraPacks to followers. "We believe strongly in our product, that it delivers great performance at a great price point, and we wanted to allow the Insiders to put UltraPacks to the test," says Ho.In addition, Henkel is providing free samples and coupons to the general public, who can sign up online at Freesamplepurex.com. The link is integrated into all of the product's marketing and advertising, including TV, print and online. "The whole idea of sampling fits well with our overall message of proving that Purex is an efficacious brand by offering consumers the opportunity to try it and prove it to themselves," Ho says.In-store education has also been essential to marketing UltraPacks, he adds, as consumers may not be familiar with how the pre-dosed packs work and how to use them properly. "The biggest thing about this new product form is education," says Ho. "Although there are other categories with pre-dosed packs, such as automatic dishwashing, if you're not a world traveler it's going to be really new." That means, he explains, that curious consumers may have questions about product use, such as whether the UltraPacks are put directly into the drum of a front-loading washing machine, or whether it dissolves quickly even in cold water (the answer to both questions is "yes").To address those issues, Henkel is providing educational P-O-P materials and has partnered with retailers such as Walmart, which is promoting the product on its Smart Network in 1,500 stores. It will also provide product samples and information. Henkel also created online how-to videos to educate consumers about how to get the best results from UltraPacks.Additionally, Henkel is using the Purex brand's Facebook page, which boasts over a half-million fans, to answer questions, offer education and encourage discussion about the new product. Ho says the company tracks social media engagement and uses results to glean information about how particular products are doing, particularly for a game-changing product such as UltraPacks, which are part of an increasingly competitive product landscape.RockTenn Merchandising Displays, Norcross, Ga., produced the in-store materials. Zooka Creative, Sunnyvale, Calif., handled the social media components.

Purex Offers Proof to Target Shopper: Mom

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