Endust, a brand of Sara Lee, has added a fragrance-free, hypoallergenic spray to its family of aerosol cleaners. The spray also sports a new design: a sleeker, curvier can.
The 10-oz. Endust aerosol surface cleaner began shipping this month and will be at full distribution in September, said Sara Lee marketing director Stan Stoltzfus. It retails for $3.99.
Since products like these typically have a long purchase cycle (averaging one or two consumer purchases per year), the company decided on a mix of in-store promotions, coupons, FSIs and a frequent shopper database program, Stoltzfus said. Ads carry the tagline: "A quick clean that's hypoallergenic." Adventure Communications, Exton, Pa., handles.
Sara Lee didn't disclose the cost of the campaign, but said it is "the biggest launch yet for the Endust brand" and the figure is in the "multimillions." Sara Lee spent $350,000 advertising the Endust line in 2006 (excluding online), and increased the spending to $5 million in 2007, per Nielsen Monitor-Plus.
Stoltzfus said the product's targeted niche