I. TV Advertising:

Dowbrands – Yes Liquid Laundry Detergent Plus Fabric Softener

Dowbrands – Yes Liquid Laundry Detergent Plus Fabric Softener – “Cowboy” :30 – 1983. This pool of TV spots featured a “talking shirt” inside a simulated washing machine explaining how Yes detergent helps keep wash water dirt off clothes during washing process. Unique selling proposition: Yes is the only detergent plus fabric softener with active dirt repellers that help keep wash water dirt from being re-deposited back on clothes helping them stay clean and soft.

Dowbrands – Glass Plus Window Cleaner

Dowbrands – Glass Plus Window Cleaner – “Initials/Sinclair” :30 – 1984. This pool of TV spots featured actual live testimonials from women challenging the notion Glass Plus is just a window cleaner. Unique selling propostion: Glass Plus cleans glass – plus a whole lot more.

Dowbrands – Spray N’ Wash Soil & Stain Remover

Dowbrands – Spray N’ Wash Soil & Stain Remover – “Finger Pointers” :30 – 1985. This pool of TV spots demonstrates how Spray N’ Wash gets out even the toughest stains – even the ones you think that would never come out. Unique selling proposition: Spray N’ Wash has removed more grease/stains than any other stain remover – for stains you thought that would never come out.

II. Print Advertising/Promotions:

General Mills Betty Crocker Supreme Fudge Brownie Mix – Print ad/FSI – $.15 cents off coupon – 1982. Unique selling proposition: Betty Crocker Supreme Fudge Brownies is the only brownie mix that’s extra fudgy and moist because each box contains a can of Hershey’s chocolate syrup plus pudding blended right into the brownie mix.

Dowbrands – Yes Liquid Laundry Detergent Plus Fabric Softener Print Ad – 1983. Unique selling proposition: Spray N’ Wash has an unique formulation designed to keep washwater dirt suspended and not re-deposited back on the clothes – leaving them really clean and soft.

Dowbrands – Glass Plus Window Cleaner – Glass Plus Challenge Direct Mail – 1984. Targeted for Windex users, it’s designed to overcome attitudinal switching internia while also providing an economic incentive to switch. Back then $.50 off was a high value coupon. Unique selling proposition: Glass Plus – cleans glass plus a whole lot more.

Dowbrands – Spray N’ Wash Soil and Stain Remover – Free Spray N’ Wash Coupon Swap – 1985. Targeted for Shout users, it’s designed to incent trial for the #1 soil and stain remover. Unique selling proposition: Spray N’ Wash – has removed more grease and stains than any other stain remover – for stains you thought would never come out.

Kraft Food Ingredients – Store brand Blended Delight cooking oil trade ad – 1994. First private-label offering of a blended oil product – vegetable and canola oils. This appeared in private-label trade publications. Unique selling proposition: You can now have it all, great vegetable oil taste plus only one gram of saturated fat at a value price relative to nationally branded Crisco blended oils.

Marketing Strategies Examples – Food & Household Products

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