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December 22, 2008

PROMO Xtra By Patricia Odell

It seems a perfect match. A cute little puppy and a product that removes pet stains.

That’s why the WD-40 Co. has partnered with Fox Films and its upcoming movie “Marley & Me,” which stars a Labrador puppy, that, as they do, grows up. The lengthy, integrated campaign promotes the company’s new Spot Shot, an instant carpet stain and odor eliminator marketed as environmentally friendly.

The campaign revolves around an offer for consumers to save $5 on a ticket to the movie with the purchase of Spot Shot.

The promotion work, developed by the Alcone Marketing office in Irvine, CA, plays out over nine months. It kicked off at the recent premiere of the film, with special invites to local buyers.

“’Marley & Me’ stood out [because] it complemented our target audience and was coming out around the holiday timing, which was the same timing as our distribution in the marketplace,” Patricia Olsem, the marketing director at WD-40 said. “During the holidays, there is a big uptick in pet purchases and adoption, and this product does remove pet stains.”

The film, taken from a best-selling nonfiction memoir by John Grogan and starring Owen Wilson and Jennifer Aniston, relays the tale of the Labrador named Marley that takes over their lives.

Print ads run in a number of publications fitted to the products’ core demographic, including Good Housekeeping, Family Circle, Better Homes and Gardens, People, and Prevention. An FSI drops around the opening of the film on Christmas Day. The target audience is environmentally conscious moms, 56% of whom own a pet.

At grocery stores across the country, customers will learn about the special offer through P-O-P and by promos on their cash register receipts. Anyone who buys the product will get a coupon at checkout that tells them where to redeem the offer.

“The household cleaning category has typically promoted via traditional vehicles such as FSI and coupon/discounts,” said Heather L. Eichele, an account director at Alcone. “A partnership with a film provided a way for Spot Shot to differentiate itself among its competitors and create a promotion with appeal for our retailers and our consumers.”

At www.SpotShot.com a promotion plays up the $5 offer and a links to a microsite where visitors can learn about the product and watch a movie trailer.

A public relations effort includes ticket giveaways through local radio promos and some blogging.

The campaign also ties to a sponsorship of Fox Film’s tour with Marley trainer Mark Forbes that will include product giveaways. And sponsorship of the latest versions of the book, “Marley and Me,” includes incorporating the Spot Shot logo on the books.

The WD-40 Co. markets a group of household brands and lubricating oils, including its popular namesake product, WD-40, as well as 3-In-One, Lava Soap, Carpet Fresh, 2,000 Flushes and X14.

Source: PROMO Xtra

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