Just happened to catch an interesting short new infomercial on TV. Anthony Kennedy came on the tube, and as we all know, he hawks quite a few consumer products. But something about this commercial really got my attention. “Did you know that the leading household cleaners consist of up to 95% plain old water? Why pay extra for water?” Okay, you’ve got my attention!
What unfolded next in a less than a minute ad spot was absolutely brilliant. You can check it out for yourselves at www.essentialsfree.com.
Here’s the gist of the campaign for Arm & Hammer’s Essentials™ Multi-Surface Concentrate cleaner, in a nutshell–gleaned from the infomercial and the web page:
* Made of all natural plant-based agents (from coconuts and palm kernel oils, yet, so these are highly renewable resources) that can handle “the toughest household messes”.
* Works as well as traditional cleaners sans chemical agents and fumes.
* Costs up to 25% less than traditional cleaners.
* Is available directly from Arm & Hammer® as a FREE Starter Kit. Consumers only pay $4.99 shipping and handling and order online.
* The best part: an empty 32 ounce refillable bottle is sent with a cartridge that consumers apply to the squirt bottle after filling it with tap water. . .meaning: the bottle gets used over and over again as the consumer purchases refill cartridges.
* The final coup: the tagline “Harnessing the Power of Nature”™ and this: “Arm & Hammer® Essentials™ is backed by the trusted power of Arm & Hammer®–one of the most recognized trademarks in the world”.
The ad explains that the product is efficacious, safe for the family and kind to the environment since the cleaner’s formula is plant-based and the same bottle can be used over and over again.
Did you know that 60 billion pounds of plastic waste ends up in landfills every year? That’s enough to fill the Empire State Building 82 times!
Wow! Is this a brilliant marketing campaign, or what? Take note of how this was done. One dedicated web page. Brilliant short copy that hits every key point of concern to consumers. A link to the infomercial.
Don’t get me wrong. I’m not hawking Arm & Hammer® Essentials™. Admittedly, I’m crazy about is the roll-out of this new marketing campaign, and its execution. Talk about building awareness. Talk about building direct consumer demand under the umbrella of a trusted, heritage brand. (Notice Arm & Hammer® is going directly to consumers, not pushing this through conventional distribution channels yet). Talk about getting major selling points across quickly and efficiently.
What I’d like to know, though, is this: how will consumers get the needed refills? No discussion of that. However, I’m betting that Arm & Hammer® has already anticipated this. I bet there will be information and probably coupons (?) for refills when consumers get their starter kits.
What’s not to love about this product launch? This marketing launch? Especially when so many fall flat?
Questions:
* What is your feeling about this new product and the way it is being brought to market?
* Do you think Arm & Hammer® will be successful with its new Essentials™ product?
* What do you think of the company’s leveraging of the “trust factor” in its Essentials™ product launch?
* What makes this more compelling to you as a consumer than other natural cleaners?
This is an interesting approach from a distribution side, although at some point they’ll probably have to go retail. I also like the refill cartridge. Not sure about the infomercial approach though–seems pretty cheezy.
I noticed this ad during the Olympics (probably the only show where I don’t change the channel or DVR through…not sure why) and was equally impressed. I love how they are taking the sustainability angle. Nice call out on this.
You’re probably right, Thomas. Eventually, if the product sees enough direct placement with consumers, A&H will probably find it easy to use their distribution clout to get supermarket shelf space. In the meantime, I have to disagree about one thing: it may seem cheesy, but this infomercial seems effective to me. It gets some great points across fairly quickly and really prompted me to check out the web site. . .hence, this post.
Thanks for weighing in, Thomas. I appreciate it.
Agreed, Jeremy. Sustainability is a huge issue and it isn’t going away. That is, I don’t think it’s a fad, but a bona fide trend now. Smart companies are creating environmentally friendly products more and more. There has been considerable concern among consumers as far as harsh cleaning agents and detergents go. People seem to be experiencing more reactions to strong chemicals, like asthma. They’re also increasingly concerned about the effect using them is having on the environment. It just makes sense for companies to explore alternatives. Clorox has done this, too. Check out a past post I wrote on this topic:
http://www.mpdailyfix.com/2008/02/clorox_going_green.html
Thanks for adding your voice to this post, Jeremy.
I had real trouble accessing the essentialsfree site that you linked to. It crashed Firefox.
Not so hot after all, or just my browser …… ?
Who knows, but the security certificate messages I got don’t invoke confidence.
Interesting, Martinjy. I didn’t have any problems accessing the site and I’m wondering whether other people did. . .Any problems with the Essentials Free site anyone?
Ted, this is great because a few months ago I attended a sustainable product design workshop for which we did nearly the exact same concept (reusable bottle, cartridges, add water) except for a glass cleaner. To hear a firm acting on this, is really great. Reduce the amount of plastic tossed and water being sold and transported. Awesome!
Agreed, Mario. Thanks for weighing in. Overall, I think Arm & Hammer got this right and for all the reasons you’ve articulated.
BTW: welcome back. I’ve missed your comments to my posts.
I have never responed to a tv ad before. Great job by A&H sustainable,reusable is huge!
Ann,
Agreed. In this marketing campaign, A&H has capitalized on several important trends: building grassroots consumer acceptance and support via the Internet, offering enviromentally green product, reusable packaging and refills. Thanks for adding your comments to my post, Ann.
The ad stimulated interest enough for me to go to the website, but my interest crashed when I saw $4.99 S/H charges. Never mind the energy efficiency of transporting a bottle from plant to consumer, the S/H cost is more than comparable products on the shelf. If they were truly interested in going green, they would have a printable coupon which could be taken to the store (I can walk/bike there if I want to be environmentally sensitive).
Interesting perspective, dsw. I’m sure others didn’t love the $4.99 charge for shipping and handling, either, but it’s a fact of life when ordering merchandise over the Internet or phone, in most cases.
I’m guessing A&H wants to build demand for this product by marketing it themselves and that they will most likely seek retail distribution in the near future. . .but who knows for sure?
Thanks for weighing in with your honest assessment, dsw. I appreciate it.
I had some issues with the web-site also, but this product looks like it’s going to retail much sooner. I just saw it in Wal-Mart and Target. I hope that it’s successful, because no other manufacturer is going after plastic reduction.
Thanks for the heads up on this, Mike. Wow! As you said: this has gone to retail much sooner than expected. Good move on the part of A&H as well as the retailers. It will be interesting to see how quickly the major supermarket chains pick this up, as well.
Just one point: several manufacturers in the natural products industry have offered refills so that consumers would reuse packaging in the past, so this idea isn’t strictly new. However, it’s one that will hopefully catch on with more of the large manufacturers of national and private label brands. Let’s hope.
Thanks for the info, Mike. I appreciate it.
Questions:
* What is your feeling about this new product and the way it is being brought to market?
Brilliant.
* Do you think Arm & Hammer® will be successful with its new Essentials™ product?
Yes, when times are a bit hard, people are going to go for cost. The sustainability thing will help, too.
* What do you think of the company’s leveraging of the “trust factor” in its Essentials™ product launch?
I think Arm & Hammer practically owns the word trust.
* What makes this more compelling to you as a consumer than other natural cleaners?
The refillable thing is great. A lot of resources, including the precious green paper in your wallet, are wasted by disposable packaging.
Thanks for taking the time to directly answer the questions posed in my post, Neil. I appreciate it. I agree with you that A&H’s strategy looks like a winner. The right product,ie, environmentally conscious with reusable packaging thanks to refills, at the right time, pitched directly to a consumer audience to build demand, and then force distribution at retail. I like what you said about trust, too. It’s a critical component of doing business–one that is lost on many companies today in a desperate scramble to win vs competitors at all costs. That mentality is a recipe for disaster.
In my view, the only thing that could wreck the train for Arm & Hammer on this new product line launch is consumer perception that the product does not meet expectations. If consumers feel the product doesn’t clean as well as they expect it to, and remember there is a perception out there that green cleaners don’t, that will be a problem for A&H. A big one.
Thanks for weighing in, Neil. Your comments are always welcome and appreciated.
Ted, The only problem I see with refillable containers is will people take the time to do it?
The fact that it takes almost no time or effort and will save money and resources but people will still have to adjust the ingrained throwaway reflex.
Ideally, we should all frame such decisions in economic terms. If I unecessarily (meaning for no added benefit) spend X amount on Y over a year, the opportunity cost is less for the bills, debt, the Roth IRA, a vacation, or even an an outstanding night on the town.
But I am not sure how Arm & Hammer will sell the refillable thing as people have not done that sort of thing in mass in a few generations.
It is something archaic perhaps making a come back (and keeps going at your local natural food grocer). Arm & Hammer I believe is an old, reliable brand so I am not sure if they sell it as the cutting edge or bringing something good back from the past or both.
Sorry Ted, I went back and re-read: it is cartridges not refillable bottles per se.
That’s old hat. No problem to sell.
Neil,
You make a good point. However, given the attention being paid to environmental issues now, it’ll likely be easier than we think to retrain people to reuse containers. In fact, recent studies are pointing to a new consumer trend where people are making conscious decisions to buy more in bulk, to use less paper goods as in napkins, and to buy bottled water in large containers to refill smaller reusable bottles to carry with them wherever they go. It seems the pump is primed for this now. . .
Thanks for adding much to this discussion, Neil.
Agreed, Ted, you do not have to be an environmentalist to see the common sense that waste is waste.
We can reduce waste and save money. What’s not to like?
Having seen the ad and being a huge environmentalist led me to check it out online.
While the marketing is good I am worried about the consumer that does not do their due diligence to make sure it is safe for their families and the environment.
What I found was a warning label that says call poison control and keep out of the reach of children. With a warning like that I am not impressed nor would I ever purchase it.
I research all the new so called green products that come out continually as the environment is a huge issue and everyone wants a piece of the pie but at what cost to the consumer?
I find there are very few true green products, I have been using green products for many years without the warning labels and when my 4 year old got the hand soap and played with it all we did was give her a huge bubble bath from all she had on her, no calling poison control or 911, we just had a good time.
Interesting observation about the poison warning, Cheryl. Nice catch. Just because natural elements are blended into cleaning formulas, it doesn’t mean they’re 100% green and completely safe; especially for households with youngsters. Just out of curiosity: which green cleaners do you personally use and find to be safe, green and efficacious? Seventh Generation? Method? Just wondering.
Thanks for adding a great deal to this post, Cheryl. Much appreciated.
I am with Cheryl: If I cannot, in theory, mix a cleaner with vodka, tonic, ice and a lime (without ill effect) then you won’t find it under my sink.
You should never need to even think about poison control for something you use to clean your kitchen and bathroom. You do not need poison to clean. Period.
Right, Neil. Bottom line: the folks at Church & Dwight have to be careful here. If they position the new Arm & Hammer cleaner as “green”, and then include any dangerous, chemical agents in the formula, they will be outed by consumers like Cheryl. By green, maybe the company means they are offering refill cartridges and containers that can be used over and over again. . .but when it comes to cleaners, consumers who are concerned about the environment, expect “clean” plant-based formulas to consider the products green, as well.
While I am likely to trust a heritage brand like A&H, that trust can be seriously damaged if the company chooses to position a product as something that it really isn’t.
Thanks for adding your comments here, Neil. Always appreciated.
Many, many consumers like Cheryl and me have come to think of green as non-toxic (among other things).
Exactly, Neil. Consumer product companies really need to think it through before coming to market with “green” products. Otherwise, they will lose trust with consumers.
Right on the money, Neil. Thank you.
BTW, hopefully Cheryl will weigh in, but I personally use Seventh Generation.
I think it passes the Vodka-Tonic test but, frankly, I am not going to give it a go despite the non-toxic claims on the label.
Good idea, Neil. I wouldn’t drink it either. Seventh Generation has an excellent reputation for positioning truly green cleaners that work. So does Method. I, too, hope that Cheryl shares more information with DF readers about her choices since she researches this category thoroughly. I’m sure she has many great insights.
Wal-mart has the bottle and a refill for $2.97 on the shelf. The refills are sold for $3.97
Had planned on going to the site but held off until went shopping. Fantastic idea, I have used A&H for too many years for everything and have never been disappointed.
Good to know, Karen. Would you kindly check the list of ingredients in the new cleaner and let us know what they are if/when you can? That would be most appreciated.
Thanks for weighing in, Karen.
Ted,
I use Shaklee, they have been green long before green was cool and long before 7th Generation or Method were heard of. I read some interesting facts last week about those two companies also and how they have some products that are not chemical free. I can say that Roger Barnett after buying Shaklee a few years ago found some things in our products he could not ascertain were natural, he pulled them out of the ware house and reformulated them before offering them for sale again. He recently found some others and they are not available right now either. Of course when Dr Shaklee died the company was owned for a short period of time by a Japanese pharmaceutical company which did not help the image which Dr Shaklee worked so hard towards. Things changed when Roger bought Shaklee, the products are randomly batch tested and the company is climate neutral which is important to a huge environmentalist like myself.
Ted, it is very possible that by the warning on the bottle could be just being safe. I mean I joke about the Vodka-Tonic test being my standard for a cleaner but if some kid got ahold of a bottle of Seventh Generation and gulped it down you probably should call poison control to be on the safe side. It is not fruit juice.
So maybe they are just being prudent. I mean, frankly, all cleaners (green or not) should probably be kept out of reach of children.
The best, most-informed consumers do their homework before they purchase products like you do, Cheryl. You’ve earned my respect because you support products you truly believe in. In other words, you don’t only talk the talk, but you walk it, too. Kudos to you and thank you for educating us about another viable brand.
You raised a good point about all cleaners, Neil. You know, that thought crossed my mind that A&H is probably erring on the side of complete safety. By placing a warning on the product, parents will put the cleaner where their children can’t access it. Not a bad thing, as you point out: green or not, we don’t want children to ingest any cleaning fluids, do we?
Thanks for adding your good ideas to this post, Neil.
While it’s nice to think of “green” as being non-toxic, and ideally green products would be, I think it’s important to remember that many substances found in nature are poisonous. Even some of the flowers in our garden when I was growing up were poisonous but nobody would say that made them not “green.”
When you combine that fact with today’s litigious and disclaimer-oriented society, I’d need to know more before holding a warning label against A&H.
Great point, Ashley. You’re right: just because some products are made of natural substances, that doesn’t mean they’re non-toxic. Take herbs, for example. Some are used for culinary purposes and they are quite safe to consume. Others are toxic if consumed, but might be used in personal care products and cosmetics, cleaning products or even in medicines in small amounts. So it is important for CPG companies to put warnings on their products, natural or not. I believe Cheryl also made this observation earlier in the discussion, as well.
Thanks for weighing in, Ashley. I appreciate it.
Interesting news
Thanks.
It isnt green. They’ve taken some of the “chemicals” out to get the reduction claim, but it still isn’t safe. They are banking on the reusable bottle to justify going the ‘essentials’ route.
Good point in general Dude – there are a ton of products marketed as ‘green’ in some way, and it is often difficult to tell if it is truly an environmentally safe option or just slightly less pollutive than comparable products.
I’m quite unimpressed with the latest commercial in this campaign, which begins with the dimwitted mom saying, “Saving the environment isn’t high on the list, but…”
Nice.
Thanks for the update, cghipp. I appreciate it. This new spot doesn’t seem to make much sense. It counters the environmental nature of the product. I’m wondering whether A&H is responding to new data that “green” isn’t as high on some consumers’ lists as others’. . .to appeal to a larger audience. If that’s the case, it would seem that this dilutes the message and impact they’re trying to make in the first place, doesn’t it?
Thanks, cghipp. Terrific observation.
I love the comparisons you have made. Absolutly true.
I like the comparisons you have made. Absolutly true.