Vanish NapiSan attempts to sponsor White House

Australian stain removal brand Vanish NapiSan is attempting to sponsor the White House.

Letters have been sent to the residence of the US president by the Reckitt Benckiser-owned brand, offering $25m for a five-year sponsorship deal.

According to a press release, the deal would involve signage display of the Vanish NapiSan Oxi Action Crystal White logo at the front of the building and an exclusive agreement to use only Vanish NapiSan product to wash its laundry.

The brand, which has set up a Facebook page devoted to its cause, claims it has secured a meeting with “a white house official” to discuss the proposal.

Jennifer Osborne, Reckitt Benckiser Australa’s category manager, marketing, said: “Vanish NapiSan is known as being the best fabric stain removal product in Australia. Now with our new Oxi Action Crystal White range, we want to be equally famous for whitening whites and are committed to sponsoring a building that speaks to our brand.”

The agencies behind the stunt were Euro RSCG Sydney and its public relations arm, Red Agency.

Osbourne said: “We believe that an Australian brand sponsoring such a famous American landmark will help encourage Australians to visit Washington DC. Our sign could well become a ‘must see’ attraction for our nation’s travelers and on the flip side we will also be placing Australia on the map with the Americans.”

She added: “Ten years ago people would be shocked if they heard that Arsenal Stadium in the UK (Mumbrella notes that ten years ago Arsenal’s stadium was called Highbury) would be sponsored by Emirates Airlines, a foreign name from the travel industry that had nothing to do with one of the world’s most historic soccer clubs. Today the Emirates Stadium has become part of day-to-day vocabulary.”


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