Issue 2: Larger than life laundry, ramping up retail, the post strikes again
Earlier this month, we ran some billboards in New York City during Fashion Week. The goal of the billboards was to drive an association between FABRIC CARE and FASHION, with our NEW laundry detergent as the best way to keep your favourite items fabulous, vibrant and like new.
It was SO exciting to see our brand plastered up across NYC!
But there was one small hiccup... Just before the campaign began, the de minimis exemption ended. The exemption had allowed low-value goods to be imported into the U.S. without tariffs or cumbersome paperwork. So, we had these amazing ads running across the city, but customers weren't able to easily receive items in NYC.
Luckily, we had plans to set up a U.S. warehouse in motion, so we were able to capture some fun billboard content and pause the rest of the campaign until late October, when we'll be up and running in the market.
For a business that has been mostly DTC (direct-to-consumer) since we launched three and a half years ago, we've been lucky to work with a select group of retail partners—many local—who believe in us and who have supported us over time.
Now that we have scaled up our production and have more brand awareness across the country, we are finally in a position to partner with more retailersto bring our offering IRL nationwide.
We'll be announcing some exciting new retail partnerships over the next few months, and we'd love to hear from YOU what stores in your cities and neighbourhoods you would like to see Guests on Earth sold at.
If you're living in Canada, you've likely heard that Canada Post is on strike again. This time, there was no notice given, and we had 300+ orders in transition across the Canada Post network.
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