The addition of DRTV to Winning Brands' U.S. launch strategy for Winning Colours Stain Remover is a major development in the company's ambitions for the versatile cleaning solution because of the national cable network platform envisioned for the campaign.
This will be the first time that Winning Colours Stain Remover advertising will be seen on TV by consumers across America. Preliminary plans call for Winning Colours Stain Remover direct response advertising to begin by the first week of May 2010. Production will take place at Los Angeles Center Studios.
Winning Brands CEO, Eric Lehner, explains the context: "We have now received in writing confirmation of our being an approved trading partner with our first major U.S. retailer with national reach. Pending the activation of this relationship, we will commence building an 'As Seen on TV' stature for Winning Colours Stain Remover. It is well known that products which are active in the DRTV platform can be particularly successful in traditional retail because of the appeal for consumers of 'celebrity' products and the convenience of purchasing them spontaneously in stores. Furthermore, the DRTV format permits advertising cost recovery to make our on-air presence sustainable. The bottom line is that 2010 is the year in which Winning Colours Stain Remover will fully engage with the American consumer."
Winning Colours has already secured national retail partnerships in Canada (where the advanced cleaning solution was developed) including Walmart, Home Depot, Canadian Tire, Home Hardware and Zellers. The fact that Winning Colours Stain Remover is newer to the USA has not prevented early U.S. product fans from posting a wide range of creative and difficult stain scenarios at YouTube creating a growing community.
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