Launch a New Product

3M: O-Cel-O Scrubber Sponges with Fun Designs

To increase sales of its O-Cel-O Sponge Scrubbers by 20 percent, 3M Home Care refreshed the product line with brightly colored sponges and designs, and engaged Padilla Speer Beardsley to generate publicity. PSB reviewed 3M’s research on design and colors in the home and used design trend information from the sponge designer to develop a "colorful" publicity program that included a satellite media tour and product placements in movies and on television shows. The O-Cel-O Scrubber Sponges with Fun Designs’ publicity efforts reached more than 239 million people — four times the goal. Sales of the sponges increased more than 200 percent.