The Problem
"Tide uses NASCAR to sell more product".

• Tide needed to find a way to support their national sponsorship of NASCAR, while localizing it to their customer, Kash N' Karry--so they'd order more cases of Tide.
• Then, Tide needed to find a way to sell this additional product--to move it off the shelves.

The Plan
"WHPT delivers the NASCAR enthusiast and converts consumers to Tide fans"

• WHPT ran a radio campaign promoting the appearances of the Tide NASCAR show car at area Kash N' Karry stores.
• The radio ad copy included information on special Tide pricing available at Kash N' Karry stores.

The Process
"Kash N' Karry, Tide, and WHPT partner for success".

• Tide had the ability to have the Tide show cars visit area Kash N' Karry stores.
• Tide coupons were handed out at the appearances.
• Kash N' Karry and Tide developed special pricing for Tide in-store.
• Tide had tickets to upcoming NASCAR races which could be used for consumer promotions.
• WHPT helped get the word out about the special pricing, the show car appearances, and was also able to handle the ticket giveaways as consumer promotions.

The Performance
Tide product flies off the shelves at Kash N' Karry stores"

• Kash N' Karry ordered additional Tide product for the Tide show car appearances.
• Sales for Tide at Kash N' Karry increased 350% during the NASCAR promotions conducted with WHPT!
• Kash N' Karry increased their share of laundry detergent sales 157% during the NASCAR promotion with WHPT!