LEVER-POND’S TOUTS MANY USES OF Q-TIPS
By Adnews Staff
Lever-Pond’s of Toronto is celebrating the 75th anniversary of Q-tips with a major PR event and a multimedia ad campaign. The event took place in Toronto this week, at the city’s biggest subway station, Union Station. The entire city block in front of the station was covered with hundreds of oversized Q-tips stickers to demonstrate some of the ways Q-tips have been used over the years. The event also included hot dog vendors, car detailers, jewelry cleaners and shoe shiners demonstrating unique ways Q-tips can be used. The event was planned by Langdon Starr Ketchum of Toronto. The ad campaign uses radio, transit, elevator and newspaper ads, as well as on-floor ads at retail locations. The campaign was created by Ogilvy & Mather of Toronto. The tagline for the ads is, “One more place that could use a Q-Tip.” Lever Pond’s recently conducted focus groups and telephone surveys across Canada to find out how consumers used Q-Tips. While the most popular uses remain cleaning ears and removing make-up, they are also used for household cleaning and crafts including cleaning stereos, oiling hinges and applying caulking to windows. Some of the more unusual uses included cleaning out straws and cleaning the stem of an apple before eating. Q-Tips and water have been used in the cleaning and restoration of the Sistine Chapel, while Jaguar dealers detail their cars with Q-Tips and museum curators use the product to dust off insects in the insect display.