Online Exclusives

Sun Products Steps Up to the Plate

By Christine Esposito, Associate Editor | August 27, 2013

All and Snuggle go for a home run at the Little League Baseball World Series.

As the “Official Laundry Products of Little League Baseball and Softball,” there was nowhere better for all and Snuggle brands to set up shop than Williamsport, PA. The small town in the northeast part of Pennsylvania is home to the Little League World Series, where thousands of fans and hundreds of 11 and 12 year old baseball players from the US and around the world come to compete every August.
 
Sun Products signed the multi-year, exclusive partnership as the official laundry products sponsor of Little League Baseball and Softball last August, and, one year later, Sun Products had the opportunity to get up close and personal with core consumers in Williamsport—think families, and specifically, moms who wash uniforms and practice clothes every day. The laundry care brands were able to show support for America’s pastime while touting their current formulations.
 
“It is natural fit for active families. Uniforms are worn with pride and the grass stains show how they gave it all,” associate brand manager Marissa Mignone told HAPPI in a phone interview from Williamsport.
 
The 360° campaign was designed to tie Sun’s “tried and true products” into America’s pastime, according to the company.
 
On-site at the Little League World Series, all and Snuggle provided daily laundry services to Little League World Series players, coaches and referees so they took to the diamond with a clean uniform. Plus, each day, 50 lucky families won a free laundry service using all and Snuggle, and their clean laundry was delivered back within 24 hours.  
 
In addition, all and Snuggle hosted the Fan Fun Zone, where families and Little Leaguers participated in activities between games as they helped raise money.  For example, at the Strike out Stains booth, players had 30 seconds to pitch rolled up socks into a washing machine. Sun donated $5 for each strike, up to $5,000, to the Little League Challenger Division, which enables boys and girls with physical and mental challenges to enjoy the game of baseball. 
 
Ballplayers were also given mini Snuggle bears for good luck, and one team made it their official mascot, according to Sun Products.
 
All and Snuggle’s presence as the “#1 Official Laundry Products of Little League” was leveraged in advertising, point of purchase materials and the Little League website. And with the games televised by ESPN, Sun Products had national TV presence too. The games’ starting lineups were announced with a tie in to all and 30 second TV spots were aired. The brand also had additional placement on espn.com.
 
Naturally, social media was also leveraged too. For example, Sun Products “unlocked” 100 coupons on its Facebook page for each home run hit during the tournament.
 
Just how into the Little League World Series was Sun Products? Even Snuggle Bear was Tweeting from the games!
 
 

Related End-User Markets:

  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products line...in China.

  • Between The Sheets: A look at the dryer sheet category

    Between The Sheets: A look at the dryer sheet category

    Christine Esposito, Associate Editor||January 25, 2016
    How has the fabric softener sheet category fared of late?

  • Unshrinkit Is Undeterred

    Unshrinkit Is Undeterred

    Christine Esposito, Associate Editor||December 21, 2015
    The biggest night in this startup’s history didn’t go as smoothly as planned, but the company’s co-founder is confident about the future of her specialty laundry product.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • Step Aside Ladies

    Step Aside Ladies

    October 5, 2015
    Frey Brothers Create Oak & Musk ‘Mantergent’

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • An Emotional Mess

    An Emotional Mess

    June 15, 2015
    Clorox teams with Pixar to explore the Gestalt of spills, germs and other household messes.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • (HE)lp Desk

    (HE)lp Desk

    Christine Esposito, Associate Editor||May 11, 2015
    Tide taps digital lifestyle expert Carley Knobloch to help homeowners navigate issues with modern laundry.

  • Personal from the Start

    Personal from the Start

    Christine Esposito, Associate Editor||February 23, 2015
    Backgrounds in e-comm and CPG help when building a new business, but for Puracy’s founders, the launch of their household and personal care brand was driven by personal need.

  • Top Stories from 2014

    Top Stories from 2014

    January 6, 2015
    Cleaning for a Reason hit home with Happi.com visitors in 2014.

  • Get and Stay Connected

    Get and Stay Connected

    Tom Branna, Editorial Director||December 1, 2014
    Keeping close to consumers is key for companies.

  • Swash This!

    Swash This!

    Nancy Jeffries, Online Editor||July 28, 2014
    Procter & Gamble rolls out the “ultimate clothing care accessory” for fashion lovers.