Cloudy with a Chance of Meatballs

Consumer Activation Target
Household CEO

Challenge
Increase awareness and encourage trial for Spot Shot® Instant Carpet Stain Remover in a low-awareness category, where competitive investment is significant and current distribution is at risk.

Solution
Alcone partnered Spot Shot with Sony Pictures and their national release of Cloudy with a Chance of Meatballs, driving awareness and relevance among consumers, while reinforcing to retailers WD-40 Company’s commitment to the brand. The equity of the movie, raining food, married well with the stain fighting power of Spot Shot. Promotional print, ticket offers, theater advertising, in-store merchandising materials along with web and digital elements supported the program.

Results
While category volume declined during the period, Spot Shot’s volume grew 9.2% while posting significant share gains. Web traffic during the promotion period increased 48%, while overall media impressions have surpassed the 100M mark.