CHALLENGE
Regain shelf-share as Orange Glo International's flagship brand, OxiClean Versatile Stain Remover, was under attack from global conglomerates Reckitt Benckiser, Clorox and SC Johnson

EXECUTION
Create an integrated PR program that would quickly regain brand awareness and prompt trial around first-ever line extensions, while stabilizing consumer purchase of the base brand.

Position OxiClean as the leader in the oxygenated category through messaging, demonstrations, third-party testimonials and an integrated media relations campaign.

Leverage core targets and develop meaningful consumer relationships with high-volume users in niches that are overlooked by competitors.

Dovetail into key consumer trends and events to associate OxiClean with the coolest happenings and latest movements.

Organize an exhaustive third-party network, including product reviewers, cleaning experts and home lifestyle experts, to help the brand stay true to its grassroots image, but in plain view of target consumers.

RESULTS
LeGrand Hart has developed a national media presence for OxiClean, earning 300 million impressions in three years, and coverage in high-profile consumer publications such as Family Circle, Redbook, USA Today and Good Housekeeping.

This strong partnership has led to an expansion in PR programs and brand representation. Today, LeGrand Hart represents Orange Glo International's three pillar brands, as well as the company's corporate public relations.

In 2005, LeGrand Hart was tasked with leading the concept development and creation of an integrated marketing plan for the largest new product launch in Orange Glo International history, the OxiClean Detergent Ball.

"LeGrand Hart has achieved more for our brands than any of the large firms we hired. They never fail to surprise us. They are a medium-sized firm that gets big firm results."
Max Appel, Founder , Orange Glo International.