Reckitt Benckiser Inc., a leader in household products, recently announced a $22 million national marketing campaign featuring THE JETSONS cartoon characters, to support the launch of the company's new Electrasol Gelpacs an innovative breakthrough in automatic dishwashing detergent. The campaign highlights "Dishwashing made for the 21st Century" with a game featuring Rosie the robotic maid and THE JETSONS family. Promotion marketing agency EastWest Creative developed, designed and is executing promotional support for the game including print advertising, on-pack communications, point-of-sale, direct mail and fulfillment.
The premise of the game is that life in the 21st century is catching up to THE JETSONS' maid, Rosie especially dishwashing. When the Electrosol Gelpacs prove you don't need a robot to get dishes that sparkle, Rosie feels that she is no longer useful and runs away. Consumers help THE JETSONS find Rosie and win "Astro-nomical" prizes in the Electrasol Gelpacs "Find Rosie and Win" instant win game.
Now through October 2003, specially marked packages of Electrasol products will contain individually wrapped "Find Rosie" magnetic game pieces of George, Jane, Judy or Elroy and Astro. There will be some Rosie magnets for instant wins. Five grand prizewinners will receive the entertainment center of the future: a complete Samsung Home Theater including a flat-screen plasma TV and wall mount, receiver/amplifier, DVD player, speakers and subwoofer to watch THE JETSONS on. The 750 lucky first place prizewinners will receive a Samsung DVD/Hi-Fi VCR Combo player.