We had a very dry message to convey. We wanted to keep the fun tone and sex appeal of the Plumr campaign and give our audience a reason to want to read about drain cleaners.

Drain cleaners are not something our target thinks about. While the tv campaign got the attention of our target, keeping them engaged and interesting them in the finer points of pipe care took a little something extra. We wanted to give them something they would save, something they might hang on their wall. The Hunky Plumr Calendar offers some eye candy and delivers the Liquid Plumr product descriptions year-round in a fun, engaging way.

During a four-month period, 5,000 Hunky Plumrs calendars were distributed at events like People magazine's "Sexiest Man of the Year" event in November. Additionally, the digital version of the calendar was downloaded over 4,000 times.