Hopefully, Eric and Udell are trying to get display boxes onto convenience store counters in beach communities, combined perhaps with 1-page fliers showing how WC can help you clean feet, tools, pets, etc. Perhaps show a beach tar heel before and after and the Maggie before and after.
Perhaps a title such as "Better than Dawn for Oil/Tar Clean-up: Ecologically Responsible Winning Colours -- New from Canada!"
Fliers would be inexpensive to print up if done at, say, Kinkos.
Seems to me that this stuff would sell like hotcakes.