ABC is giving new meaning to the words “dirty laundry.”
Feeding off the success of last year’s campaign, the network is building buzz around the second season of the hit show Desperate Housewives, promoting the series on 2 million dry cleaning bags at more than 700 dry cleaning facilities in four marketsNew York, Los Angeles, Philadelphia and Chicago.
Laundry bags will feature one of the five Desperate Housewives starsEva Longoria, Terri Hatcher, Marcia Cross, Felicity Huffman and Nicollette Sheridanwith the slogan “New Season, New Dirty Laundry.” Inside the bag of freshly laundered clothes, customers will receive a T-shirt branded with the Desperate Housewives logo and apple with the words “it’s so juicy.”
ABC’s advertising agency Outdoor Media Group (OMG) is teaming up with New York City-based Ambient Planet for a second time to launch the effort. This year. Ambient Planet is doubling its market reach, adding Chicago and Philadelphia to the mix.
The campaign kicks off today and runs for one month.
“It’s a great way [to reach consumers],” said Linda Bueno, sales manager for Ambient Planet. “It makes it all the way into the home. A number of impressions are generated from each bag.”
Last year, Ambient Planet distributed 1 million laundry bags with the four housewives and the tagline “Everyone has a little dirty laundry.” The promotion was such a hit, ABC writers incorporated the marketing idea into the show’s story line last season.
Desperate Housewives kicks off its second season at 9 p.m. ET Sept. 25 on ABC.
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