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!
 
 

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