Renuzit® and DataPositive Partner in Online Campaign for Renuzit® Crystal Elements® Air Freshener

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Renuzit® brand and DataPositive, a digital marketing agency, have announced the first joint effort in their newly formed partnership: an online campaign in support of Renuzit® Crystal Elements®, a unique air freshener line made of natural crystals that can be used in any glass container.

Renuzit® brand and DataPositive, a digital marketing agency, have announced the first joint effort in their newly formed partnership: an online campaign in support of Renuzit® Crystal Elements®, a unique air freshener line made of natural crystals that can be used in any glass container.

The campaign taps into a key consumer insight, namely that women have lots of “abandoned” flower vases from gifts they received for Valentine’s Day, Mother’s Day, birthdays, etc. – and they could be put to good use. The idea of inviting consumers to “Renew a Lonely Vase™” was born: “Renew a Lonely Vase” provides an appealingly simple, economical way to bring design and freshness into the home by filling those empty containers with Renuzit® Crystal Elements® air freshener, and you don’t even need a special occasion to do so.

The focal point of the new campaign is http://www.renuzit.com/renew, a micro-site created by DataPositive to get consumers thinking about the many ways to use the brand through first-person stories of “lonely vases” that have been dusted off and renewed with Renuzit® Crystal Elements® air freshener. In addition, the site features various sections where consumers can opt-in for email newsletters, find special offers, download coupons, learn about other Renuzit® products and tell a friend how to “Renew a Lonely Vase™”.

“’Renew a Lonely Vase™’ is a great online media program for Henkel because it is so right for Crystal Elements® brand,” said Senior Brand Manager Heather Schneider. “It brings the Renuzit® brand to life with a message that the consumer doesn’t need to buy yet another container as part of her air freshener purchase. With Renuzit® Crystal Elements® brand, she gets colorful, natural air freshening crystals that she can put in one of many attractive glass vases she already owns.”

“The campaign adds value via well-known online media outlets, giving targeted distribution to our message and distinctive creative,” noted Integrated Marketing Manager Jo Sottosanti. “For example, dailycandy.com is supporting the Crystal Elements® line with a dedicated email effort, americangreetings.com uses a custom greeting card to link to the brand, and hulu.com carries the brand’s video ads.” Expandable and synchronized banners also add to the rich media experience. And offline, advertorials in leading women’s magazines round out the program.

During the rest of the year, DataPositive will continue to update and refresh http://www.renuzit.com, adding content to the popular AcScent e-zine to make it entertaining as well as educational. Planned additions include expanded editorials, discussion boards and a community platform.

“This was a real team effort,” observed Mark Valva, founder and CEO of DataPositive. “The close working relationship that developed between the agency and Renuzit® resulted in a very effective digital marketing program. We are all excited about ‘Renew a Lonely Vase™’ and looking forward to deepening our partnership.”

About Henkel
Henkel markets a wide range of well-known consumer and industrial brands in North America, including Dial® soaps, Purex® laundry detergents, Renuzit® Air Fresheners, Right Guard® antiperspirants, got2b® hair gels, and Loctite® adhesives. Visit http://www.henkelna.com for more information.

Henkel has been committed to making people's lives easier, better and more beautiful for more than 130 years. A Fortune Global 500 company, Henkel offers strong brands and technologies in three areas of competence: Home Care, Personal Care and Adhesive Technologies. Each day, about 50,000 employees worldwide are dedicated to fulfilling Henkel's claim "A Brand like a Friend.” In fiscal 2009, Henkel generated sales of $18.86 billion and adjusted operating profit of $1.84 billion.

About DataPositive
Based in Morristown, NJ, DataPositive is a fast-growing digital marketing agency that delivers custom, unique interactive programs that are extraordinary for their strategic focus and creativity. DataPositive won Best Viral Campaign in PROMO Magazine’s 2008 Interactive Marketing Awards, and was also named by PROMO to its annual “Top 100 Agency List”, where it ranked #2 in revenue growth from client assignments. To find out more, call Mark Valva at 973-610-3799 or log onto http://www.datapositive.com

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