To create a first-to-know aura for the product before launch, PR generated brand advocates at the Wall Street Journal, Good Housekeeping and on the Good Morning America TV show. Email newsletters directed tide.com users to pre-launch orders and giveaways. The full launch validated Marathon Moms’ first-to-know status through online editorial, stain moment contests in the target’s favourite magazines, OOH and TV. A secondary push was integrated into Martha Stewart’s Apprentice and Syndicated TV shows.

Over 500 million PR impressions drove Marathon Moms to stores and forced an increase in shipment orders. Moms helped mass media efforts to accomplish distribution & awareness goals six months prior to expectations. Sales doubled after the Martha Stewart integrations and ensured continued health of the stain pen category.