AN AMISH, A MENNONITE, AND A HOMESCHOOLER
…set out to buy some laundry detergent. What brand do they buy? Our detergent.
OUR Detergent built up that customer base primarily through advertising, both in local newspapers and in specialty publications that reach its targeted customers: People with large families.
“Kids get dirty, and a lot of kids get a lot of dirty. So we advertise in magazines that are read by the Amish, by Mennonites. We also advertise in magazines that are read by home-schooling families, because they generally are looking for good products at good prices,” John Stewart said.