Woolite^® Cleans Up with Custom Cup Pro

The Objective
When McCracken Brooks, a leading U.S. promotion agency, needed a value added, consumer premium for "Woolite Wash", they called Milmour.

The Challenge
Woolite management wanted to offer consumers a free, brand-realted premium that would create attention for woolite at point-of-sale and also encourage increased use of brand. However, the premium had to fit neatly onto the Woolite bottle, and could not require any change in the existing case packs or shelf facings.

The Strategy
Milmour and McCracken Brooks teamed up to create a unique Woolite measuring cup, which helped consumers measure a quarter-cup of Woolite. The cup also served as a reminder that, in addition to hand washing, Woolite is ideal for cleaning fine washables in the wasking machine.

The Solution
The cup was designed to conform to the top contour of the Woolite bottle, allowing for efficient on-packing, and for the use of existing case packs. By molding the cup in clarifffied polypropylene material, tinted blue to tie in with the label color, both the premium and the complete Woolite bottle were clearly visible to the consumer at point-of-sale. As a final touch, the cup was embossed with the Woolite logo, creating a truly custom, brand-related premium item, available exclusively from Woolite.

The Result
Another successful consumer premium offer that:

• Created new attention for an established brand at point-of-sale.
• Added value to the brand, producing a noticeable lift in sales during the promotion
• Increased brand consumption, promoting on-going sales growth for the bran