|Clorox has earmarked up to $10 million for the first round of its teflon toilet ad campaign.
Clorox Toilet Bowl Cleaner with Teflon Surface Protector will hit stores later this month, backed by an $8 million to $10 million ad campaign breaking in April from Omnicom Group's DDB Worldwide, San Francisco, according to a retail executive.
Clorox did not return calls at press time.
The temporary Teflon coating left behind by the liquid toilet-bowl cleaner aims to make subsequent cleanings easier by preventing stains and soiling.
Strange as it sounds, adding the coating, which is made by E.I. Du Pont de Nemours & Co., is one of many cases where toilet-product marketers are adapting ideas from other categories.
Driving category growth in recent years have been Sara Lee Corp.'s AmbiPur Liquifresh combination of continuous bowl cleaner with air freshener; shower-style everyday toilet bowl cleaners from S.C. Johnson & Son and Reckitt Benckiser; and, most recently, S.C. Johnson's Scrubbing Bubbles Fizz-Its, which effervesce like laundry detergent tablets when they hit the water.
Category sales up
Category sales rose a healthy 10.5% to $294.6 million last year, according to Information Resources Inc., whose figures don't count Wal-Mart Stores, dollar stores or club outlets. The double-digit growth was well ahead of the low-single-digit growth to slight declines in other cleaning categories.
But while other marketers are flush with success, Clorox hasn't gotten a handle on growth yet. Its toilet-cleaner sales were up only 1% last year to $44 million as it lost its No. 2 position to S.C. Johnson, whose sales surged 37.3% to $50.4 million. Reckitt lead the category with sales up 13.7% to $92.2 million.