Makers of cleaning products are reaching out to food and lodging companies to promote their brands.  It’s a wise move in response to the pandemic.  Consumers see their labels in donut shops and are spurred to buy them in the grocery aisle because if it is good enough for the vendor, it is good enough for me.  This is a powerful source of influence and recommendation.  It appears to be third-party endorsement even though it is the result of promotion agreements between the companies.  As one marketer said, it is great publicity.  The only stronger step would be for the retailers to adapt a brand without input from a company then promote its use.  Either way, it is stronger than TV advertising and print insertions in shelter books.

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