Those will be two points highlighted in a 16-page minicatalog that comes out next month, featuring humorous accounts from satisfied Rubbermaid customers. The catalog, created by DDB Needham Worldwide, Chicago, will be inserted in consumer magazines and is expected to reach 46% of all U.S. adults ages 25 to 54.
Consumers can't order products from the catalog directly. Instead, it's meant to help Rubbermaid showcase as many items as possible, said Jeff Petit, director of communication services.
That's an important goal for Rubbermaid, considering it launches on average one new product a day.
A special 10-page edition of the catalog, appearing in the June issue of Family Circle, features only products sold through supermarkets.
The Family Circle catalog also includes a promotional tie-in with the Second Harvest network of food banks.
Family Circle was chosen because of its 6.5 million circulation through supermarket racks, Mr. Petit said. He added that Second Harvest is a natural fit with Rubbermaid's food storage products.
Besides making a corporate contribution to Second Harvest, Rubbermaid will use the catalog to encourage consumers to donate food