WASHINGTON, D.C.-The Alpha Group has been given the challenge of helping ChemPro's cleaning product line, distributed in the Southeast, go national against a well-known and entrenched brand.
The $1 million account includes three different products under the Mean Green brand for the Spartanburg, S.C.-based client: a multi-surface cleaner, an anti-mildew product and a super-strength entry. The products compete with The Clorox Co.'s Formula 409 Glass & Surface Cleaner at a price point that is cheaper than the better-known brand.
Alpha, a $13 million agency in Asheville, N.C., gained the business without a review.
"This is all branding and image work," said Francesca Bon, an account supervisor recruited to Alpha from Harris Drury Cohen in Fort Lauderdale, Fla. "How we're going to succeed with them is based purely on how distribution increases."
Television work will be launched in the fourth quarter, according to the agency.
Allen McIntyre, president of ChemPro, was not available for comment.
Alpha has also acquired project work from Raleigh, N.C.-based Carolina Power & Light. The utility had already chosen a shop, Cranford Johnson Rob-inson Woods in Little Rock, Ark., and a branding consultant, Interbrand in New York, when Alpha met with the client in late spring. CP&L hired Alpha to develop a cross-promotion offering for its 900,000 customers with Lowe's Home Centers and Duracell.
"We did some discovery in light of deregulation concerning customer loyalty," said agency director of marketing services Gene Kendrick, "and we focused on home safety."
Customers will receive a free nine-volt Duracell battery at Lowe's Home Centers during October-which is national fire safety promotion month-with any other power source purchase.