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Liquid-Plumr Knits Some 'Cheeky' Cheer


Clogged drains around the holidays can be stressful enough. Leave it to Liquid-Plumr to bring a little levity to the holidays.

Aping its brand campaign from earlier this year (which turned everyone into plumbers with low-hanging pants), the brand has made available a line of sweaters with similarly revealing designs. 

“The holiday season is a time when people experience more clogged drains, so the ugly holiday sweater is a gentle reminder about Liquid-Plumr,” Sacha Connor, the brand’s marketing director, tells Marketing Daily. “It seemed like a great way to tie Liquid-Plumr into a cultural trend of ugly holiday sweaters at a time when there is an increased need for our product.”

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The “Cheeky Cheer Collection” features three unique designs (“Back-Shelf Elf,” “Snowball Booty” and “Baby Got Ginger Back”), and are available for actual purchase via eBay (though Connor admits sales are not the end-goal of this campaign).

“We hope they become something of a collector’s item,” Connor says. “But our true goal is to raise awareness of our Liquid-Plumr brand during the busiest time of the year for household clogs.” 

The brand has created a dedicated landing page on the website for the holiday sweaters (and the brand campaign that inspired it), and has been working with influencers to bare their “Plumr bum” on National Ugly Christmas Sweater Day on Friday, Dec. 15.

“The campaign will also be supported by advertising on FacebookandTwitter, where during the holiday season we see an increase in conversations about clogged drains,” Connor says.

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