Dial Activates Apprentice Tie-In Via Sampling
The Dial Corp. is boosting its upcoming tie-in with The Apprentice with sampling efforts and other promotions around two new product launches.
The first-time sponsor will back two separate tasks in the show’s new season, which begins Jan. 7, to promote its Renuzit Super Odor Neutralizer and the Soft Scrub Deep Clean Bathroom Cleaner.
Dial is one of several brands partnering with the popular NBC show next year. Other sponsors include AdSpace Networks, Adwalker, AMC Entertainment, El Pollo Loco, GNC, The Home Depot, KB Home, Lexus, Priceline.com, Ralphs, Sue Bee Honey, Trina Turk and SmartMouth mouthwash.
“Given today’s market where people are recording shows and not watching commercials, the idea of product integration was really appealing,” said Cynthia Milgroom, vice president of marketing for The Dial Corp.’s air care division.
Milgroom said the company is spending “a significant amount” for its integration.
On the episode, Apprentice teams will create a Websiode to showcase the new Soft Scrub Deep Clean Bathroom Cleaner. The brand will follow up with a sampling program and in-store merchandising with key retailers, Juan Serrano, brand manager for Soft Scrub, said. The episode debuts in March.
In April, The Dial Corp. will be back on The Apprentice and will launch a sampling effort with KB Homes, another sponsor, around its Renuzit Super Oder Neutralizer. In that episode, teams will create a 60-second TV spot for the product that will be broadcast as a movie-style promotion at AMC theaters.
“The Apprentice is a very exciting program,” Milgroom said “But it is not enough just to be the show. It really is about the activation behind the program.”
Consumer promotion will follow for both brands and include a sweepstakes, coupons and p.r. efforts. Print ads will run in publications including Better Homes and Gardens, Redbook,Oprah and Women’s Day to support the campaign.
The sixth season of The Apprentice premieres at 9:30 p.m. ET on Jan. 7 on NBC.
