NO-NONSENSE PITCHES 1ST MONEY-BACK GUARANTEE
NEW YORK — For the first time, Kayser-Roth Corp. is offering a money-back guarantee for a new No Nonsense product, Sheer Endurance.
Made of bicomponent nylon and Lycra spandex, No Nonsense Sheer Endurance pantyhose will be launched next month at some Wal-Mart, Kmart and Target stores, as well as at another mass marketer, Meijers, a Grand Rapids, Mich.-based-chain.
Each package carries an emblem that reads, “We guarantee you’ll love Sheer Endurance or your money back!” Should consumers not find the new product to be sheer and durable, there is an insert in each package that can be mailed back to the company for a refund.
First-year projected wholesale volume for Sheer Endurance is at least $5 million, according to Nancy Burton, new products brand manager.
Available in nine colors, the new product is offered in three sizes to fit women from 4 feet 10 inches and 85 pounds to 6 feet and 215 pounds. Unlike other No Nonsense pantyhose, Sheer Endurance is packaged in a clear reusable pouch.
Lois USA, an advertising agency here, has designed the Sheer Endurance print campaign, which breaks in April.
In April and May consumer magazines, some Sheer Endurance ads will feature $1-off coupons earmarked for specific stores where the product is sold. Toll-free phone numbers will also be listed to help consumers locate the store closest to them.
Kayser-Roth worked closely with each mass marketer to develop appropriate support material to promote Sheer Endurance. In-store radio announcements, point-of-purchase displays, circulars and in-store models will be used with some or all of the retailers, Burton said.