David Seidler
Jul 27, 2011

Vanish NapiSan bids for the White House

SYDNEY - Historic handshakes, nation-stopping statements - and now, big billboards? Could the seat of US Government be set to go commercial? Australian cleaning brand NapiSan, spruiking an unlikely deal for the White House, certainly hopes so.

Vanish NapiSan bids for the White House

Offering US$25 million for a five-year sponsorship deal, the Reckitt Benckiser-owned brand says it is looking to gain exclusive naming rights to the home of the first family. In a unique campaign that's certainly getting its share of earned media, it hopes to promote the newest product in its fabric cleaning range, Vanish NapiSan Oxi Action Crystal White.

The brand has sent letters to US president Barack Obama and all members of Congress. “We’re Australian, so we’ll get straight to the point”, the communications begin. Spokesperson Adam Whitaker says, "We know this has never been done before… but that’s exactly how visionary ideas begin.”

The campaign, executed by Euro RSCG Sydney and its public relations arm, Red Agency, aims to see the brand’s logo on signage outside the building. James Wright. general manager of Red Agency, says they have also taken on a local lobbying partner, Grayling.

While the campaign is clearly a stunt, Wright would not be drawn on the goals of the campaign. “Some see it (a sponsorship deal for the White House) as fascinatingly innovative, others are less enthusiastic,” he said, but maintained that part of the campaign was provoking debate. He suggested the deal may help the US out of its present financial difficulties. 

“With the current economic issues in the US. we believe this provides us with the best possible chance to secure the deal as the US government looks for innovative ways to raise funds,” he said. “The $25 million is a negotiating tool. We want to have a discussion.”

The US currently has US$14.3 trillion worth of public debt.

 

 

 

Source:
Campaign Asia

Related Articles

Just Published

10 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

10 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

11 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

11 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.