Marley & Me

Consumer Activation Target
Household CEO

Challenge
Increase awareness and encourage trial for Spot Shot® Instant Carpet Stain Remover in a low-awareness category, where competitive investment is significant and current distribution is at risk.

Solution
Alcone partnered Spot Shot with Fox and their national theatrical and DVD release of Marley & Me, and Harper Collins on their best selling book. This year-long campaign drove awareness and relevance among consumers, while reinforcing to retailers WD-40 Company’s commitment to the brand. The equity of the movie, a busy mom and a havoc wreaking dog, married well with the stain fighting power of Spot Shot. Promotional print, ticket offers, theater advertising, in-store merchandising materials along with web and digital elements supported the program.

Results
While the overall category declined, Spot Shot secured distribution in two major grocery accounts, and category share grew with significant volume gains. They were also able to garner first-ever displays, and a retail co-branded direct mail piece with pet specialty customer, generating a 40% sales lift. Web traffic during the promotion period increased 1,044% in total SpotShot.com visits, and they experienced a 317% Increase in WD-40 Fan Club enrollments. Overall media impressions have surpassed the 200M mark.