Thursday, December 10, 2009

Christmas Promotion: How Zytrel XP® Becomes the World’s Official Santa-tizer.

Of all the health-risky hands-on occupations during this H1N1 flu season, the top job’s got to be America’s professional Santa Clauses…the Christmas holiday laps for thousands if not millions of kids. That must turn the Centers for Disease Control and Prevention utterly white.

As of today, though, there’s a fun and public-spirited holiday promo, sent as a “special to Signalwriter” from Jack Goldenberg at Biodefense Solutions:

For as long as anybody can remember, Santa Claus has been the world’s greatest gift giver. We think it's about time that Santa got a gift. This holiday season, if you’re a working Santa Claus in the NY tri-state area (NY, NJ, or CT), we’d like to give you a gift, a free bottle of Zytrel XP®, the world’s first extended protection hand sanitizer.

The Zytrel Santa-tizer opportunity came along (like a lot of promo concepts) at the intersection of several events. This is where you envision me holding up my fingers in sequence, right?

One. The Centers for Disease Control and Prevention (CDC) have been vigorously advising clean hands as one of the best ways to prevent infection in the face of regular flu and H1N1 viruses this year. CDC even says, “Remember: If soap and water are not available, use alcohol-based gel to clean hands.”

Two. No less a group than AORBS called out the dangers of Swine Flu at a early-November conference in Philadelphia. The AORBS – Amalgamated Order of Real Bearded Santas™ – is a genuine organization, founded in 1994. In Philly, the professional Santa group lobbied for priority in getting H1N1 vaccinations plus urged its members to use hand sanitizer. Read all about that right here.

Three. Biodefense Solutions thinks those Santas need extra protection and according to everything that Goldenberg has sent me, Zytrel XP delivers exactly that. Traditional alcohol-based sanitizers, like J&J’s Purell product, don’t seem to offer Santas (or other users) long-lasting protection because they only kill germs until they dry, about 15 seconds. The alcohol is part of the problem: Once these older-formulation sanitizers evaporate, they’re done.

Zytrel XP has what its makers calls an “Active Defense Period” of up to four hours – it not only kills 99.99% of germs on contact, it keeps on killing germs for the entire four-hour period.

I’m no Santa. Biodefense Solutions has sent me a bottle of Zytrel XP to try anyway. I’ll report back on my observations, even though there’s a certain amount of faith involved: I’m not going to be lab-testing my hands every day. More important though, the company extended the offer of a free bottle to the pro Santas of the AORBS. The two outfits have shaken hands and Goldenberg emailed me:

I am proud to announce that as of midnight tonight, December 10, 2009, Zytrel XP is the Official Santa-tizer of the Amalgamated Order of Real Bearded Santas.

That’s a neat seasonal promotion. If Zytrel XP helps keep America’s Santas germ-free and healthy, it’s a gift that’ll keep on giving.

Top photo: “Department Store Santa circa 1956.” A Christensen in Santa's Lap – when nobody had even thought of marketing a hand sanitizer. From Wikimedia.


Susan Reeves said...

Santa-tizer has got to be the best new name I've heard this month. How fun. Great story Richard. I bet the Santa's are a much healthier bunch this year.

Richard Laurence Baron said...

Thanks, Susan - the name came from Jack, who says he heard it on Letterman. Nevertheless, it's all over the WWW, in a variety of styles. This Xytrel XP promo seems to be the most appropirate, though.

Anonymous said...

How come no one does the story about the new sanitizers on the market which are alcohol-free? There are new products that kill 3 times the germs, work up to 30 minutes, and they are safer to use than alcohol.

Richard Laurence Baron said...

Thanks for writing, Anonymous. Best of the Season to you. When you look around the www, there are plenty of stories about alcohol-free hand sanitizers – it’s not that new a product type. There’s a marketer in Missouri, Lance Albritton, who’s been aggressive in promoting alcohol-free products like Zytrel XP and doing a fine job.

Nevertheless, the Signalwriter blog is mainly about marketing, advertising and sales promotion. The BioDefense Solutions promo is a good one and timely – I can’t find an exact number but there have to be a big-time group of white-bearded Santas (Santa Clauses? Santa Claux?) working this time of year.

So, aside from some modest self-admitted flackery, it’s the Zytrel XP Santa promotion that gets the Signalwriter spotlight.

Jack Goldenberg said...

Richard, we've really been able to turn this thing around fast. The idea was conceived less than two weeks ago.

We've distributed Zytrel XP to Real Bearded Santas all across America and Saturday night on Fox Business News, Santa Bill from the Amalgamated Order of Real Bearded Santas mentioned how his Zytrel hand sanitizer killed bacteria for 4 hours while Purell only protected him against germs for 15 seconds.

Tomorrow's going to be a huge day for Angela Gutierrez's family when they see Santa Nick arrive at their home on a firetruck and it's going to make one soldier and mother in Iraq very proud. Plus, we'll be able to relay Christmas greeting to soldiers in Iraq for anyone who uses the address we've set up,

Tomorrow, once we've delivered the presents to Angela's kids, our social marketing expert, CarolAnn Bailey-Lloyd will begin to work her Twitter magic and we'll also proabably launch a video on YouTube with Santa Nick telling Real American Santas how they can warm up the Christmas Season for our soldiers overseas.

Of course, we're sending a dispenser and gallon of Zytrell XP Hand Sanitizer & Moisturizing Lotion to Angela thatso she can put up in her Headquarters. The least we could do for soldiers who are protecting America 24/7 was to help protect them from germs for up 4 hours at a time.

Gee, it's December 21st. We'd better start working on our "Zytrel XP, the Official Sponsor of a Healthy New Year" promotion. We going help protect more than 1,000 people from getting germs from 2009-2010. We'll start giving out samples around 9 pm and have automatic dispensers on hand. That should protect them from one year to the next. If Purell wants to try the same stunt, they'll have to wait until Dick Clark begins the 10 second countdown!