NEW J-CLOTH RELEASED IN OLD BOX
By Adnews Staff
Toronto-based Associated Brands Inc. has made some new refinements to the 35-year-old J-Cloth, while simultaneously going back to the hexagonal box last seen in the 1960s. "The retro packaging enhances the J-Cloth presence in the marketplace and has already been well-received by the grocery trade," said J-Cloth marketing manager Ken McCormack. "Research with customers confirmed an affinity for nostalgia which verified our choice to return to the '60s packaging." The improved cloths use a new pattern of thousands of tiny holes designed to trap dirt and then allow it to be released, making the cloths more hygienic. The company is also releasing a more durable cloth for tougher and bigger cleaning tasks, dubbed the Heavy Duty J-Cloth. The new products in the classic six-sided packages appeared in stores yesterday. The J-Cloth brand will be re-launched in the second week of October with a national advertising campaign by BWS Advertising of Toronto. Television ads will run on the Life Network and the Food Network, while magazine ads will appear in Canadian Living. Media planning and buying was handles by Brooks Media of Toronto. Also in support of the re-launch, Associated Brands and Canadian Living are planning a contest for $5000 worth of Inglis kitchen appliances.