FCB Backs Shout Extension

By Scott Hume

CHICAGO–Foote, Cone & Belding is breaking advertising in support of Shout Wipes, the latest extension of S.J. Johnson & Son’s Shout stain-fighter brand.

The Racine, Wis.-based company is completing a national rollout of the product to retailers this month. Shout Wipes are individually wrapped towelettes moistened with instant stain treatment. The product is sold in 12-count packages.

Shout Wipes create a new portable stain-treatment product category, replacing the traditional napkin dipped in the water glass, according to the company. This is S.C. Johnson’s third extension of the Shout brand, initially launched as a laundry stain pre-wash product. The Shout name has since been applied to a line of carpet cleaners.

Advertising created by FCB here, S.C. Johnson’s global agency, begins with print ads of stain-causing accidents and the admonition ‘In case of emergency, tear here’ beside the product. The campaign is themed ‘Shout to Go.’

S.C. Johnson spent $5 million on ads for Shout stain remover in 1996 and $1 million for Shout Carpet Cleaner, according to Competitive Media Reporting. FCB handles advertising for those brands as well. Ad spending for Shout Wipes this year is estimated at $5 million, sources said.

The client last year consolidated at FCB $300-350 million in global assignments, handled by 28 shops before.

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