BARRIE, ON, Dec 08, 2008 (MARKET WIRE via COMTEX) -- Winning Brands Corporation
(PINKSHEETS: WNBD) (FRANKFURT: WMU) (www.WinningBrands.ca) announces that
advertising of its eco-responsible stain removing product Winning Colours Stain
Remover will reach hundreds of thousands of new consumer prospects through new
broadcast plans with Toronto's venerable CFRB Radio (www.CFRB.com) and A-TV's
enhanced viewership in the Toronto market (www.atv.ca). In addition to this
increased audience size, Winning Colours Stain Remover will for the first time
in Canada and the United States formally launch wine stain removal as an
additional sector target for Winning Colours Stain Remover. This augments paint
mess clean-ups as a source of growth for the popular consumer product.
CFRB occupies a unique place in Toronto's radio landscape. It is the city's
oldest station, having commenced broadcasts in 1927. It is the city's most
listened to news/talk radio station with 641,000 listeners spending more than 6
million listening hours per week. Research has found that CFRB has the lowest
audience turnover of any Toronto news/talk radio station and that 22% of its
audience listen to CFRB exclusively.
Commencing December 8th, Winning Colours Stain Remover will be introduced to
CFRB listeners with a rotation of two versions of the brand's signature
30-second radio jingles, to be followed with the launch of a new 60-second
holiday wine stains creative on December 15th. Winning Colours is currently
carried by top Canadian retailers Wal-Mart, The Home Depot, Canadian Tire and
Home Hardware. The CFRB commercials will solidify the public's association of
the Winning Colours Stain Remover brand with these leading retailers to provide
convenience for shoppers and deliver recognition value to these national retail
partners. It is Winning Brands' stated goal that Winning Colours become North
America's favourite stain removing product.
Coinciding with this strategic introduction of wine stain removal as a targeted
use of Winning Colours Stain Remover in broadcast advertising is the
introduction of Winning Colours' placement of 125 mL sized (4 oz) bottles into
stores in the growing Do-it-Yourself wine making sector. Wine makers such as
www.carafe.ca and www.winexpert.com are only two of the growing number of such
outlets that will carry Winning Colours Stain Remover as of December 8th in
select test market locations. Distribution arrangements to this sector will be
detailed separately.
Winning Brands will also commence placing wine stain print advertisements in
magazines, with the initial launch advertisement attached. The use of simple
striking photography and consistent positioning of Winning Colours Stain Remover
as having 1000+ uses will provide a platform for future sector roll-outs to
create layers of authentic consumer experiences reflecting the multi-cleaning
capability of the increasingly popular solution.
On television, Winning Brands is increasing its Toronto exposure by an estimated
30% as the effects of program changes take hold following the acquisition of
A-TV by CTV Television. Winning Colours Stain Remover has been encroaching upon
prime time spots from its former reliance on afternoon positioning. Commencing
December 15th the brand will be seen more often and in a greater variety of
programming on the station than ever before, including for the first time live
promotional initiatives during breakfast programming.
Winning Brands CEO Eric Lehner notes that the new relationship with CFRB is a
milestone for Winning Colours Stain Remover. "CFRB is not just media -- it's a
relationship. There are certain stations on the radio and TV broadcast spectrum
that occupy a special place in the lives of their audience and in the
communities they serve. For generations, millions of people in Toronto and
beyond have grown up knowing that CFRB can be counted on to provide lively
discussion and in-depth news features to stimulate, intrigue and infuriate. The
CFRB audience is comprised of active listeners; involved and present in the
moment. I have no doubt that Winning Colours Stain Remover will receive a
significant boost in awareness amongst a critical mass of consumers with this
initiative," remarks Lehner. "As a still very young brand, we must be selective
with our resources and time -- CFRB is the type of broadcast partner that an
emerging brand aspires to work with," Lehner concludes. CFRB is owned by Astral
Media, one of Canada's largest media organizations, including radio, TV and
outdoor advertising -- well suited to a growing brand's need to communicate
across an efficient mix of message types.
Winning Brands Corporation manufactures Winning Colours Stain Remover for
consumer and commercial use as an environmental supplement to traditional
solvents and cleaners. Large scale production takes place at the Grand Rapids
Michigan facility of Surefil, LLC to augment Winning Brands' Canadian
production. Winning Colours is gaining popularity for its unusual gentleness to
skin and delicate surfaces while still being a powerful and versatile stain
remover. Winning Brands' full product range includes a variety of advanced
cleaning solutions, such as its non-toxic SMART(TM) Wet Cleaning liquids
(alternative to perchloroethylene used in dry cleaning), KIND(TM) Laundry
Products and CLEAN1(TM) - the first choice in outdoor cleaning. The company's
mission is to replace hazardous chemicals in widespread use with safer
alternatives. The initial focus is on cleaning products.
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