Vanish NapiSan calls in lobbying firm in bid to get somebody to notice its PR stunt
Vanish NapiSan has geared up its so far unsuccessful attempt to generate publicity for the brand through offering to sponsor the White House.
The Reckitt Benckiser-owned brand launched its $25m offer for the naming rights to the White House last week. The campaign is being masterminded by ad agency Euro RSCG and sister PR agency Red.
So far Google News returns just two pieces of news coverage for the stunt globally – from Mumbrella and B&T.
Today, the Australian stain removal brand has tried again, announcing that it has hired Grayling to conduct lobbying on its behalf in Washington.
Is it just me or does this campaign seem a little inappropriate?
Yes, I get the ‘insightful’ link between the white house and clean laundry.
But what about the negative connotations?
The idea suggests that the White House has ‘dirty laundry’ on its hands.
And is focusing on the whiteness appropriate given that the President is black?
It’s a dumb idea that has nowhere to go, hence its not going anywhere.
I’d be letting this idea quietly die if I were Napisan.
This is a great idea. But Vanish shouldn’t be sponsoring the White House. They should sponsor their own campaign.
They gave it a try, good on them. It didn’t work, learn from that and change something, then try again.
But if Mark Cuban turned down $25M from K-Swiss to sponsor the Dallas Mavericks, I doubt Napisan are going to get Obama to put up the bunting for the same price.
This is a ridiculous attempt at media coverage. #PRFAIL!!
Move on Napisan, and just let it die a slow quiet death…..
Maybe they should claim sponsorship of News of The World.
I actually 100% concur with Daniel. Let it die. It was a bad idea to begin with.
Context is important too. Obama is in critical talks with Congress re the US debt ceiling, high unemployment and the economy. The Republican Presidential candidates are amping up the rhetoric in the run up to the next election. Anything with a hint of controversy will attract fire. Vanish Napisan shouldn’t be too disappointed if they don’t get a call back.
Coverage seems to have vanished – their product is too effective.
Is Grayling for real or are they a pretend company????? Because they must be mad to have taken this on.
Love Daniels comments, didn’t think about the “dirty laundry in the Whitehouse” angle – that’s great!
Major dud campaign and waste of money, clients money. Odd because Red are a very capable and successful agency.
Perhaps it wasn’t clear from the above, but some commenters seem to be confused. This isn’t supposed to be taken seriously. The offer was made surely to gain media attention.
$25m would get you a much better agency and PR campaign than this idea. Move on and invest your marketing dollars in a more clever fashion Napisan!
“The offer was made surely to gain media attention.” – a key measure in which it has failed.
I think this idea has some tactical execution strength, but as a hype campaign, it’s best to cut losses, I suggest.
It was a joke of a campaign when it started and now smacks of quiet desperation frankly. Move on for chrissakes!