Consumer - Jedward help Shake'n'vac comeback

Client: Glade Shake'n'Vac
PR team: JCPR
Timescale: April-June 2010
Budget: £250,000

Glade Shake'n'Vac wanted to mark the 30th anniversary of an advertisement in which Jenny Logan danced her way across the living room to a catchy jingle. The ad had cult status among older generations, but awareness of the product was decreasing.

OBJECTIVES

- To communicate the 30th anniversary

- To re-engage lapsed users of Shake'n'Vac

- To introduce Shake'n'Vac to a new generation of users.

STRATEGY AND PLAN

The PR team brought back Logan, and partnered her with X Factor twins Jedward. A remake of the ad was made with Logan, and Jedward recorded a jingle that was made into a ringtone. Finally, Logan symbolically handed over the 'Shake'n'Vac baton' to Jedward. All digital content was put on the Glade website and the campaign was supported with print, broadcast and blogger media relations.

MEASUREMENT AND EVALUATION

In total 189 pieces of coverage appeared in print and online, and 33 pieces of broadcast coverage were generated. Highlights included The Graham Norton Show, ITN News, Sky News Radio and a half-page piece in The Sun.

RESULTS

There were 24,145 views of the original ad and 38,888 views of the footage of Logan and Jedward.