Little Black Dress Approved. Straight From The Dry Cleaners.

This morning our dry cleaning came with a little something extra: advertising. Rather than the traditional unadorned garment bag, it was branded with very targeted advertising from Degree Ultra Clear for Women. Degree's tag line for the product is "Little Black Dress Approved" and stakes it claim as an antiperspirant that won't leave you looking like you wiped a chalkboard with your top. Interestingly, the items we picked up today were all for women. This is very targeted marketing, indeed. But I am anxious to see if there is an advertisement for a men's product the next time we pick up our cleaning and have Jim's items in the bag.

Unilever (the maker of Degree) has really focused on context for the brand exposure. Look at the message on the faux dry cleaning ticket:

We Remove White Marks. Degree Ultra Clear Helps Prevent Them. - Your Cleaner

The best part? The bottom of the garment bag tells me how to get a free sample of Ultra Clear. Targeted. Specific. And a call to action. This was money well spent for Unilever in my opinion. And I doubt I'll be the only one to give it a bit more exposure. What would have become an immediate bit of trash became the object of an impromptu photo shoot. I am really impressed with the thinking behind this campaign. Now I'm off to request my free sample.