Sun Products Keeps Little Leaguers Clean

Wilton, Conn. — It was a natural fit for Sun Products’ All and Snuggle brands to become the “official laundry products sponsors” of Little League baseball and softball, considering that dirt- and grass-stained uniforms are an intrinsic part of the sports. “It’s hard for moms to get the stains out of a Little League uniform, and this gave us a platform to tell our story,” says Jennifer Adams, Sun Products’ team leader for shopper marketing. “If All gets a Little Leaguer’s stains out, it can get my stains out.”All (detergent) and Snuggle (fabric softener) came together in March 2013 for an integrated campaign that included in-store promotions, a national TV spot and digital/social media marketing. The effort culminated in August with event marketing at the Little League World Series, a championship tournament staged in Williamsport, Pa. To prepare for the campaign, Sun Products conducted research that included focus groups and one-on-one meetings with other Little League sponsors.The effort featured activation at multiple retailers including Walmart, Target, Safeway, Publix, Costco and Dollar General with the use of merchandising trays, endcap signage, floor graphics, shelf couponing and a sweepstakes.In June, Sun Products dropped an FSI promoting a “Wear it, Share it and Win” sweepstakes. Parents of Little League players entered at All’s Facebook page and submitted a photo of their child in action. Ten winners received $1,000 for their child’s team, a banner for their local field, and 20 coupons for All products.During the Little League World Series from Aug. 15 to 25, All and Snuggle activated the campaign at a “Family Fun Zone” within the stadium complex. The brands staged a “Strike Out Stains Challenge” by awarding prizes to individuals who successfully threw balled-up athletic socks into an open washing machine. During the event, Sun Products raised $5,000 for Little League’s Challenger Division, which enables mentally and physically challenged kids to play the game they love.“Our booth allowed us to interact with an estimated 75,000 people,” says Marissa Mignone, associate brand manager at Sun Products. “It was really about letting this market see the All and Snuggle products in action.”The brands also provided laundry service to each of the LLWS players, coaches, umpires and one lucky family per day during the event. Sun Products enlisted additional marketing help from several agencies including Alcone (shopper creative), Darien, Conn.; Boston-based Cone Communications (PR); Inspira (event), Norwalk, Conn.; and New York’s Merkley and Partners (media, advertising and social).Mignone says the results of the campaign were positive, including 70,000 new “Likes” on the brands’ Facebook pages.

Sun Products Keeps Little Leaguers Clean

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