Sunday, December 1, 2013

Wisk's Time to Shine

Remember Wisk?

The laundry detergent's ad campaigns during the late 1960s and early 1970s focused on how to get rid of "ring around the collar." (Hint: Use Wisk!)

Now Wisk is back in the spotlight. Why? Because Consumer Reports gave Wisk its top rating in June.

Like thousands of other readers, I went to the store in search of Wisk . . . and came home empty-handed because the fragrance-free HE version wasn't available.

Fast-forward to this morning, when I found this hang-tag on all Wisk liquid laundry detergents in the local supermarket.

What you don't see in the above photo is the $1-off coupon that I detached and used at the checkout.

Lacking the multimillion-dollar budget of Tide and other multinational brands, and lacking prime shelf facings in many places (Wisk was on the bottom shelf, facing my toes), it's using hang-tags and coupons to attract attention and encourage trial.

Wisk's latest campaigns are digital, and the brand is very social, with more than 300,000 Facebook likes and some clever posts (see left). Wisk's Twitter account has fewer than 10,000 followers as of today. Owned by Sun Products, which has only existed since 2008, Wisk is making the most of its marketing opportunities.

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