Airing our dirty laundry in public…

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I never thought I would get to write that as a headline ;) – but that’s exactly what happened in Chennai this month! Working in the scientific services group, one of our roles is to support claims, demonstrations and approve marketing communications for the brands we support. Demonstrations are a really powerful tool in communicating with our consumer. It’s easy to be sceptical about claims made in TV advertising, it’s a lot harder to disregard when you see it with your own eyes!

 

This month marketing organised a “Great stain-off” which included use of a 20foot cloth, lots of messy stains and numerous packs of Vanish! We invited residents to throw wine, iodine, ketchup, juices, tea and coffee at 4 targets on our 20ft cloth. 3 stains successfully within the target won residents a prize – I’m sure you can guess what that was :)!

 

 

 

 

After a messy hour, the yellow cloth was looking a bit worse for wear and it was definitely time to bring out the Vanish. Taking half the cloth for washing, residents looked on as Vanish got to work. Everyone was intrigued by the oxygen action you could see and had lots of burning questions. The Grande finale was revealed when washing was complete and the cloth was hung next to its messy counterpart.

 

 

I think the results speak for themselves!

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One Response to “Airing our dirty laundry in public…”

  1. Interesting post Cheryl….with quite apt a headline too…Without doubt, the future of marketing is about creating branded experiences beyond advertising….like the Chinese say (and I paraphrase!)…tell me and I will forget, show me and I may remember, but involve me, and it will remain indelible in my memory..I guess that sums up the essence of experiential marketing.

    Tomi Ogunlesi
    RB Campus Brand Manager
    Lagos, Nigeria

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