Bates SW Has a Secret. A Dry Cleaner’s Secret

Houston Shop Gets First Major Victory Under Rogers’ Tenure
DALLAS–Bates Southwest has been selected to handle the national launch of Dry Cleaner’s Secret, an at-home dry cleaning product similar to Procter & Gamble’s Dryel.
The Houston agency received the business after carrying out a successful market research test of the product.
The estimated $1-2 million account is the first major business win for Stephen Rogers, the former president and chief creative officer of BRSG in Houston, who recently joined Bates in the newly created role of president of consumer advertising.
Billings on the account were undisclosed, but the Portland, Ore.-based client will have to allocate
$1-2 million to match spending by the two leaders in the relatively new product category.
“We would certainly like to get a meaningful percentage of the market share and that just depends on how much re-
sources we have to spend on a national scale and the timing of when we do that,” said Randy Reed, chief financial officer of Dry Inc.
The nationwide effort, which will include marketing, media relations and advertising, will be a complete integrated launch in the packaged- goods arena. Bates will also work closely with the client on package design, new product development and trade activities.
Laura Ehrlich, a spokesperson with Bates Churchill Public Relations, said the creative effort will take “a slightly different skew.”
“Procter & Gamble has done a lot of consumer education,” Ehrlich said. “They are way ahead of us in that area, so we can probably do more advertising just promoting the product itself.”
The product will be distributed in select grocery stores before the holidays. That will be followed by a national expansion into mass merchandising and drugstore chains in the first quarter of 2000.
Developed by “a master dry cleaner,” according to the company, the product allows consumers to wash “dry clean only” garments in their home dryers. K