*** ERIC'S MEMO ON MIKE ROWE
Memo to Steven Hess
Our strategy on the Mike Rowe question was to wait for emergence of the CLEAN1™ jingle for the purpose of advertising within the program Dirty Jobs on Discovery Channel for starters, in a test market, to assess viability. The contrast between the depicted 'Dirty Jobs" and the "CLEAN1™" is a strong marketing concept, particularly with the "guy" oriented CLEAN1™ lyric.
As mentioned, the CLEAN1™ TV commercial is under development now. We have recently completed writing the music bed for the 60-second version. We are awaiting the return from Europe in May of our targeted voice talent, a former sports broadcaster. The 60-second version of the CLEAN1™ advertising has deliberate blank spots (ie music only) awaiting the insertion of narrative. That 60 second music bed is attached. Best experienced with sub-woofer!
In the meantime, we have been gathering video components to the storyboard but are still at a stage where ideas can be incorporated.
You have my consent to post the 60-second music bed on i-Hub and Stockwire with an open invitation for script suggestions. Winning Brands will provide a $250 payment to any person(s) whose script elements are used (in whole or in part) in the finished piece, as long as we have not already incorporated or discussed the same elements ourselves.
The positioning of the commercial will be as a man’s product (that women will want too) because it’s an “action performance experience”, associated with cleaning the things men genuinely like to take care of. Incidentally, feedback from women about this positioning is not negative, because many women wished the men in their lives would be more like this anyway. Female test consumers have approved of the performance of this product, as well as men. Men in the group include people responsible for cleaning industrial equipment and vehicles, fire stations and other heavy duty uses.
In the meantime, we have asked our media buying agency to provide opening quotations for Discovery Channel test market spots.
CLEAN1™ is a success ready to happen – just one part of the powerful brand portfolio of Winning Brands Corporation.
Eric Lehner, CEO
Winning Brands Corporation
Here's the jingle: http://wnbdfiles.googlepages.com/Clean1_60.mp3