S.C. Johnson is asking consumers to shell out big bucks, too, as Ziploc's first extension into tableware pushes the category's price boundaries. Sets of four semi-translucent cobalt-blue plastic plates with covers retail for $5.99, while complete sets of four place settings, including plates, bowls and cups, fetch $22.99, a price similar to what permanent dish sets sell for at Wal-Mart Stores. Paper plates sell for as little as a penny each, while the category's other semi-disposable entry, Georgia-Pacific Corp.'s Dixie Rinse & ReUse, sells for about 15 cents per plate.
TableTops reach retail shelves later this month, backed by TV and print ads breaking in April from Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, plus in-store marketing and coupons in newspapers.
Despite the prices, S.C. Johnson is putting a frugality spin on the launch, since the plates make it easier to save and serve table scraps. TableTops are the first semi-disposable dishware designed to allow leftovers to be stored on the plates where they were originally served. S.C. Johnson figures increasingly casual home dining works in its favor, citing a 2001 study by Cannondale Associates showing seven of 10 households routinely serve leftovers as a main dish.
Marketer: S.C. Johnson & Son
Product: Ziploc TableTops
Positioning: "Semi-disposable dishes" that store leftovers
Price: $22.99 (four-place setting)
Marketing budget: $65 million
Fact: Seven out of 10 households serve leftovers