Woolite Puts a Stylish Spin on Laundry - Event Marketer

Woolite Puts a Stylish Spin on Laundry

xm-440x300.jpgDetergent brand Woolite this September executed its first-ever Fashion Week activation with a pop-up shop in New York City’s SoHo neighborhood. The WooliteWashed Boutique kicked off its 11-day run on Sept. 5 with a press event, and then opened to the public on Sept. 6 with a consumer event that coincided with Fashion’s Night Out and featured celebrity host Cat Deeley and style expert Jacqui Stafford.

The Boutique featured limited-edition garments and accessories by five designers—Dannijo, Felix Rey, LNA, Laundry by Shelli Segal and Timo Weiland—all pre-washed in Woolite to give consumers a first-hand experience with the product’s benefits. Consumers could purchase the fashions on-site. One hundred percent of the proceeds were donated to Save the Children.

“We wanted to create a place where people can actually see what we’re trying to sell them,” Christian Ortiz, brand manager for Woolite U.S. at Reckitt Benckiser, told Buzz. “You’re going to smell detergent. You’re going to see what type of clothes you can wash with Woolite. And you’re also going to feel how the clothes you wash with Woolite feel like.”

Each item in the Boutique featured a retail price tag with messages and branding that reinforced the campaign’s slogan, “WooliteWashed. Clothes look like new, longer.” The tag concept will be carried over to a print media campaign with ad buys in Shape, Fitness, InStyle, Glamour, People and Lucky, and will also include a social media component featuring Facebook apps, blogs and digital advertising. A TV campaign will launch in February. Agency: Euro RSCG 4D Impact, Chicago.

Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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