The Kotchen Group

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Roc-lon

The Challenge

Roc-lon® TLC™ (Total Light Control), a unique ready-made, blackout-fabric drapery liner that attaches to the back of any type of home drapery, was recently introduced as a new division of Rockland Industries, Inc. Recognized as the world’s leading manufacturer of drapery linings for the hotel and retail industries, this was the company’s first venture into the consumer market.

The Challenge was to dispel public perception of the heavy, odorous rubber blackout draperies of yesteryear, and educate consumers about the sleep benefits of total darkness, as well as the home energy-saving benefits.


The Solution
The Kotchen Group created two distinct campaigns. For the sleep campaign, TKG used a third-party endorsement from Dr. William Dement, considered the world’s foremost authority in sleep research. Press materials were created focussing on the sleep benefits of Roc-lon TLC, and targeted to national magazine and newspaper health, beauty and feature editors. A TV media tour was produced for the home energy-saving campaign with home-improvement expert and author, Matt Nikitas. The tour resulted in close to 2 million consumer impressions as Nikitas delivered the Roc-lon message in an editorial format for TV news shows and newspapers in the top 10 markets.

The Results
The Sleep and Energy print campaigns resulted in over 33,740,000 impressions and placements in national magazines such as Good Housekeeping DIY, and Home Magazine. In addition to a syndicated Knight-Ridder article, placements were made in major newspapers including New York's Newsday and the San Francisco Chronicle. An influx of calls to the Roc-lon 800# has contributed to increased distribution and sales for blackouts!

The Kotchen Group
270 Farmington Ave., Ste 322
Farmington, CT 06032

Phone: (860) 676-2266
Fax: (860) 676-2267
Email: pr@kotchengroup.com




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