Vanish NapiSan bids for the White House

Offering US$25 million for a five-year sponsorship deal, the Reckitt Benckiser-owned brand says it is looking to gain exclusive naming rights to the home of the first family. In a unique campaign that's certainly getting its share of earned media, it hopes to promote the newest product in its fabric cleaning range, Vanish NapiSan Oxi Action Crystal White.

The brand has sent letters to US president Barack Obama and all members of Congress. “We’re Australian, so we’ll get straight to the point”, the communications begin. Spokesperson Adam Whitaker says, "We know this has never been done before… but that’s exactly how visionary ideas begin.”

The campaign, executed by Euro RSCG Sydney and its public relations arm, Red Agency, aims to see the brand’s logo on signage outside the building. James Wright. general manager of Red Agency, says they have also taken on a local lobbying partner, Grayling.

While the campaign is clearly a stunt, Wright would not be drawn on the goals of the campaign. “Some see it (a sponsorship deal for the White House) as fascinatingly innovative, others are less enthusiastic,” he said, but maintained that part of the campaign was provoking debate. He suggested the deal may help the US out of its present financial difficulties. 

“With the current economic issues in the US. we believe this provides us with the best possible chance to secure the deal as the US government looks for innovative ways to raise funds,” he said. “The $25 million is a negotiating tool. We want to have a discussion.”

The US currently has US$14.3 trillion worth of public debt.