Scrub Daddy

By: Savannah Gilbreath, Samantha Martin, Anthony Rosas and Preston Ward
 Product Background
Scrub Daddy is a sponge that founder Aaron Krause created in 2006. The Scrub
Daddy is a household sponge that becomes firm when cold and soft when warm,
using Flex Texture. The Scrub Daddy’s round shape makes it perfect for cleaning
cups and the Scrub Daddy smile is great for cleaning any size utensils.
The Scrub Daddy does not create scratches, which is perfect for plates and coated
pans. The Scrub Daddy is also aroma free, which accommodates allergies, young
children and scent preferences. Scrub Daddy was featured on Shark Tank in October
of 2012 and was a huge hit with the Sharks. Scrub Daddy was also featured on Shark
Tanks Swimming with Sharks TV special in 2014 and named the most successful
product of all time.
Scrub Daddy Products
Target Audience
Consumer demographics:

Scrub Daddy consumers are primarily ages 35 to 55

and up, white and gender neutral. From these

demographics we concluded that the best way to

reach this specific target audience is to use high

volume media platforms. By using high volume

media platforms, we will reach not only the targeted

age group, but ages ranges from young children to

the elderly. Furthermore, high volume platforms will

reach all ethnicities, not just white, and all genders.

 Consumer Geographics
Scrub Daddy products are sold in-store in the

United States and in Canada; it is also sold

online, globally. The biggest spot markets for

Scrub Daddy in the United States were in the

northeast, south, and west. Although these

are the bigger spot markets, the top 50 have a

good range in reaching states of high brand

awareness. All areas need sponges; and all

areas have demographics purchasing

sponges.
Seasonality
Our group found that the most beneficial seasons for promoting Scrub Daddy will be
in the Spring Cleaning months, March, April, May and the Holiday months, November
and December. The Spring Cleaning months are a beneficial time for any cleaning
product or brand. Consumers are doing the most cleaning of the year in this time, and
purchase products to do so. The Holiday months are the time where consumers are
cleaning for relatives and friends to come over. People care about being presentable,
therefore purchasing the Scrub Daddy to help achieve that goal. Another beneficial
factor that comes with the holiday seasons is the giving aspect. Scrub Daddy’s are
unique and can be giving in stockings or just to friends to prepare for the holiday
seasons.
Consumer Psychographics Factors
There are three main types of shoppers that purchase Scrub Daddy products:
Kind, social, Efficient. (102%, 98%, 92%) Efficient shoppers are who we should
focus marketing towards in order to increase sales.

While Scrub Daddy is used amongst families, children do not have an influence
on when Scrub Daddy is purchased. (82% in Simmons) A large number of Scrub
Daddy users enjoy shopping without their children. (102% in Simmons)

The typical Scrub Daddy user cares about the environment and cares about
what their friends think of them. (120%, 110% in Simmons) The fact that Scrub
Daddy is BPA and latex free appeals to those who care about the environment.
Direct and Indirect Competitors
Direct competitors are located
in the red circle. Direct
competitors of Scrub Daddy are
any products/brands that sell
sponges only.

Indirect competitors are located

in the outer blue. Indirect
competitors of Scrub Daddy are
any cleaning products/brands.
Popularity Amongst Direct Competitors
Scrub Daddy’s biggest competitor is Mr.
Clean; the brand has a large brand
awareness due to being around for so many
years; which helps their prices range higher
than its competitors. The next competitor is
Scotch-Brite. Scotch-Brite, like Mr. Clean,
has a large brand awareness. The brand is
currently priced higher than Scrub Daddy.
Scrub Daddy is next amongst competitors,
due to bringing in high brand awareness
from Shark Tank. It is priced around four
dollars and lasts longer than competitors.
The rest of the competitors have a lower
brand awareness, therefore leading to a
cheaper price.
SWOT Analysis
Scrub Daddy currently has a
strong presence on TV and
print media.
In addition Scrub Daddy also
has high brand awareness
and shows no signs of
slowing down, which will lead
to additional purchases of
media spots.
SWOT Analysis
Lack of presence in social
media.
Due to Scrub Daddy being
founded in 2006 and made
famous in 2012 they don’t
have the means to spend a
lot on advertising
campaigns.
Still in the developing and
learning stages of their
new company.
SWOT Analysis
An opportunity that
Scrub Daddy has, is to
advertise about the
features of the sponge
on high volume
platforms.
Developing a presence in
social media.
Potential to buy more
media spots due to how
fast it’s growing.
SWOT Analysis

Streaming TV imposes a
threat on our media plan
due to the decrease on
TV viewers that it
creates.
Other companies utilize
their presence in social
media.
Competitor SWOT Analysis
Competitor SWOT Analysis
Oxiclean and Brillo have a more affordable price compared to Scrub daddy however
they are not exactly seen as quality brands.
O-Cell-O is more customizable yet they are not well known and do not reach a large
amount of people through any kind of media.
Scotch Brite is one of the more recognizable brands and more affordable in price,
however it is not seen as anything new and its sales are slowly decreasing.
Lysol and Clorox focus on the cleaning power of their sponges but when people think
of their brand, sponges are not the first thing that comes to mind.
Mr. Clean is the most popular sponge, yet it is more expensive when compared to
Scrub Daddy.
All of these competitors have a media strategy which exposes their products through
television. This is the most competitive medium to enter.
Brands such as Oxiclean, Mr. Clean and more often create infomercials, this could be
a route for Scrub Daddy to advertise to those who are looking for more information
about their products.
Budget

Since 2012, Scrub Daddy has earned over $110 million.

Our budget is set through an advertising to sales ratio.

Set budget at a million dollars to reach multiple mediums.

Additionally with incremental activity and growth the

budget parameters can extend to another million.

Cap Budget of 2 million dollars.

MFP Flowchart

Red = High Media presence

Media Plan
Using the top 50 Spot markets for good reach

TV and Magazine heavy advertising

Our plan is to use bursting to reach audiences during certain

times of the year.

Spring cleaning (March-May) and Holidays

(November-December) are when we will advertise the most.

Still advertise throughout the year because people are

always cleaning.
Media Plan

Our Spot Markets are heavily based out

of the south, northeast, and west in
major cities too, giving great reach.
Universal products allow us to advertise
effectively wherever.
High media presence in holiday
seasons due to high usage of
household cleaning and cooking
products.
References

Scrub Daddy Website: https://scrubdaddy.com/

Media Flight Plan Website: https://mediaflightplan.com/

QVC:
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