Don't ignore plugholes this Valentine's Day!
Fast growing plughole care brand Buster is urging UK households to give their plugholes some extra love this Valentine's Day as part of its aggressive marketing campaign, which in 2007, helped the specialist cleaning product sector to make a dramatic come back against the multipurpose cleaner.
During the first half of 2007, the total cleaning market continued to expand at +5.3 % growth. Over the same period the multipurpose cleaner category, which dominated in 2006, maintained an upward trend at +5.8% growth but the specialist product category fought back, most notably the plughole care sector, which achieved +9.6% growth, almost doubling the total market performance*. (* IRI data)
 Plughole care has consistently delivered strong growth over the past two years, and Buster's unique segmentation of the category, with its unblocking and freshening products for both kitchens and bathrooms, has driven this.
Plugholes Need Love Too
Buster's 'Plugholes Need Love Too' campaign helped to more than double the brand's market share to 15.7% in 2007. Its Valentine's message perfectly highlights the campaign theme - that kitchen and bathroom plugholes need regular care and attention, otherwise they will kick up a stink, with Buster acting as the cleaning hero.
Graham Burchell, Managing Director of Buster manufacturer Challs, said: "2007 was an outstanding year for Buster. Our 'Plugholes Need Love Too' campaign, which focuses on educating consumers on the different needs of their kitchen and bathroom plugholes, helped to more than double Buster's market share over the 12 month period. A winning combination of marketing, PR and Buster's first TV advertising got the message across that for some tasks you need specialist products to tackle them effectively."
Buster's 'Plugholes Need Love Too' campaign will continue throughout 2008 with increased television advertising on ITV, Channel 4 and GMTV, and the second Plughole Care Week (7th - 13th July) to highlight the main campaign messages which focus on Buster's four-strong product range.
Buster product range
In independent tests, Buster Kitchen Drain Clear beat all other leading brands on difficult to shift kitchen blockages. Buster's special granules blast through the build up of grease, fat and food debris to clean the whole pipe unlike liquid unblockers and bleach. These kill germs but they don't remove the debris, so the germs, and therefore smells, come straight back. Regular use of Buster Kitchen Sink Fresh keeps kitchen plugholes clean, germ-free and sweet smelling.
Similar blockage and odour problems caused by hair and soap sludge in the bathroom are quickly dealt with using Buster Bathroom Drain Clear. It gets sinks, showers and baths draining freely. Regular use of Buster Bathroom Sink Fresh will keep the plugholes, fresh, clean and fragrant.
Priced at £3.29 (RRP) for 300grams, Buster is stocked in Sainsbury's, Waitrose, Wilkinson, Tesco, Morrisons and most independent hardware stores.
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