Clorox Plumbs Warchest for $18M In Answer to Drano Foamer

Brandweek, July 26, 1999 by Christine Bittar

In response to S.C. Johnson's popular Drano Foamer launched last year, Clorox is plunging $18 million into the Liquid-Plumr franchise with an extension called Foaming Pipe Snake that ships in August.

With a likely exhortation to consumers to "prevent what you can, treat what you must," Foaming Pipe Snake will be positioned as able not only to clear blockages after they happen but as a preventative product that cleans pipe walls to prevent buildup in the first place.

Industry execs had expected a strong response from Clorox after Drano Foamer racked up $11 million in sales in less than a year and narrowed the total sales difference between the leading Liquid-Plumr franchise and its Drano challenger to a mere $2 million in the $186 million category. Liquid-Plumr rang up $82 million in sales for the year ended March 28, per Information Resources Inc.

Clorox will devote $12 million to a print and TV ad campaign, breaking in early October via DDB, San Francisco, that talks up convenience and compares Pipe Snake's cleaning ability directly to Drano Foamer. In trade materials, Clorox claims that Pipe Snake dissolves 72% of partial hair clogs, while Drano Foamer dissolves 13%, and likewise removes 38% of hanging hair compared to Drano's 7%. Clorox has also touted Pipe Snake to retailers as being preferred by consumers 2 to 1 over Drano Foamer in tests.

In addition, Liquid-Plumr Foaming Pipe Snake is packaged in a dual-chamber bottle, separating two liquids that foam on contact, while Drano Foamer is a powder which foams after water is added. One retailer said that although Drano Foamer has been selling well, consumers will likely prefer using a liquid, as they do with laundry detergents.

Other support includes instore demonstrations and FSI drops in October and January, both offering $1 off.

Agency DDB just gained the Liquid-Plumr account this past June.