CASE STUDY: Launch Campaign
RCP Technical Concepts
Rubbermaid Commercial Product's purchase of the Technical Concepts washroom brand added the soft goods category of Skin Care to a brand best known for plastic and metal cleaning equipment.
Water Street developed a direct marketing campaign to introduce new soap formulations to the existing client list. Sized to fit a short-run digital press, the packaging uses variable text and photos. Each fulfillment run can support sample kits destined for Institutional, Food Sevice, Property Management, Manufacturing, and General Business segments.
Open rates and click-through results of the digital components consistently beat industry standards, and the launch created a foundation for a strong product category within the Newell Brands family.