Moen Product Launch
A “Revolutionary” product launch
Moen – a manufacturer of residential showerheads, faucets and sinks – partnered with Dix & Eaton to create a buzz about a new product. The caveat: keep the product a secret. Instead of the customary trade show and advertising, D&E approached the launch of Moen’s interactive massaging showerhead with a new spin utilizing only the media. Teaser mailers to target media were created to highlight the showerhead’s “revolutionary” approach. Each featured a specially commissioned illustration that captured the showerhead’s unique technology. At an exclusive reception at New York’s Hudson Hotel penthouse, the Revolution Massaging Showerhead was unveiled to press. More than 50 editors attended to take a “virtual shower.” The media event, which yielded coverage in national and trade media, was followed by a road show to other key media cities.