Introduce a premium product into a skeptical marketplace. Target audiences are doubtful about washability claims as there are no washability standards in the industry.

Position Play ‘N Wash™ by Milliken as the “First Truly Washable” premium tempera paint and give teachers and administrators the opportunity to try it for themselves in an actual classroom setting, in adherence to the old theory that “seeing is believing.”

Engage decision-makers through mediums that will allow teachers the opportunity to sample the product for themselves. If the medium didn’t allow for hands-on experimentation with the product, then offer incentives for trial such as discounts or sweepstakes.

Play ‘N Wash™ received more than 1,000 entries for free paint sweepstakes. The Play ‘N Wash™ website received 3,061 click-thrus from the PPC campaign on Google and Yahoo!–well above the national average. Five national publications ran feature stories on the new product with many others requesting samples for future stories.

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