New Spray 'n Wash Bright & White With Resolve Power Keeps Clothes Brighter And Whiter Without The Worry Of Chlorine Bleach Accidents
Parsippany, NJ - Read the label. It is right there in black and white on the fabric care instructions of 97%* of garment labels: "DO NOT BLEACH."** Surprisingly, these instructions are not just found on color garments; 98% of white clothing labels also warn against the use of chlorine bleach. Additionally, 79% of consumers have had bleach accidents while doing laundry that have damaged their clothes. In response to these findings, the fabric care experts at Spray 'n Wash - with more than 40 years of stain fighting experience - debut Spray 'n Wash Bright & White. Spray 'n Wash Bright & White is a safe and effective alternative to bleach, specially formulated to remove stains and keep brights bright and whites white wash after wash.
Thanks to the power of Resolve, Spray 'n Wash Bright & White fights stains on colors and whites. When added to detergent Spray 'n Wash Bright & White successfully removes stains and keeps clothes looking bright while delivering incredible whitening benefits.
"Moms are tired of frustrating bleach accidents that damage their family's clothes," said Colleen Burns, 'Mom on the Run' home expert and Spray 'n Wash Bright & White spokesperson. "As 97% of clothing labels instruct against using bleach, Spray 'n Wash Bright & White is a must-have in the laundry room. It takes the worry out of stain removal while ensuring clothes stay bright & white."
Formulated for use on fabrics in every color, Spray 'n Wash Bright & White is safe to use on your favorite garments - even those in which manufacturers instruct against using bleach. Burns encourages consumers to read manufacturers' care instructions; simply because a shirt is white does not mean it is automatically compatible with chlorine bleach.
To remind consumers to listen to their clothes, Spray 'n Wash Bright & White has launched ListenToYourClothes.com. The site shares clothing care facts and tips from Burns, consumer testimonials and a sweepstakes with the chance to win a Luxe Laundry Room Makeover valued at $10,000, including a washer and dryer, a year's supply of Spray 'n Wash Bright & White and $8,000 cash! More than 80 additional prizes will be awarded to entrants monthly through December 31, 2009. To enter, visit www.ListenToYourClothes.com and submit a personal true story of a frustrating bleach accident that happened while doing the laundry. (Photo entries depicting bleach accidents also will be accepted by April 1, 2009.)
Spray 'n Wash Bright & White is designed for use in-wash with detergent, but has several versatile applications including pre-wash spot treatment and pre-wash soak treatment. It also is compatible with High Efficiency detergent. The product is available in 44 oz. (SRP $4.99)*** and 75 oz. (SRP $7.99)*** sizes and can be found in the laundry care aisle at major grocery and mass retailers nationwide.
Marketing Campaign
Spray 'n Wash Bright & White debuted February 18, 2009 beneath New York's longest clothesline; nearly 1,000 colorful garments hung at Grand Central Terminal stopped commuters in their tracks to remind them to Listen To Their Clothes. The product launch is supported by a 360 degree campaign including television/print advertising, point of sale communication, public relations and a heavy online presence. For more information on Spray 'n Wash Bright & White, visit www.spraynwash.com/brightandwhite.html. For more information on the Listen To Your Clothes Sweepstakes, visit www.ListenToYourClothes.com.
* Survey research conducted by Millward Brown on behalf of Reckitt Benckiser, July 2008.
** Based on survey results, 97% of garment label instructions included "DO NOT BLEACH" or equivalent messaging: anti-bleach symbol; anti-bleach both symbol and written; non-chlorine bleach symbol; non-chlorine bleach both symbol and written; "Only use non-chlorine bleach"
*** Note that all pricing decisions are at the sole discretion of the retailer.
SOURCE: Reckitt Benckiser