Reckitt Benckiser has turned to a family known for pioneering futuristic technologies, “The Jetsons,” to launch its new automatic dishwasher detergent. A $22 million marketing campaign for Electrasol Gelpacs kicked off this month using the characters from the popular 1960s animated show.
As a part of an instant-win game, consumers are being asked to find the family’s robot Rosie, who runs away from home after the use of Electrasol Gelpacs puts her out of business as the resident dishwasher.
Through October, Gelpacs and 2 in 1 Tabs with Jet-Dry Powerball Rinse Agent will contain “Find Rosie” magnetic game pieces portraying George, Jane, Judy, Elroy and Astro. Five grand-prize winners who find a Rosie game piece will receive a Samsung home entertainment theater with a flat-screen plasma TV, DVD player and speaker system. Runner-up prizes of Samsung DVD/VCR combo players will be given to 750 consumers.
Packages featuring “The Jetsons” ship to retail through June and consumers can enter Wayne, NJ-based Reckitt Benckiser’s contest until October. Print ads, P-O-P displays and direct mail support. EastWest Creative, New York City, handles.
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