Perfect Pitch: How to land online media coverage in a month

Faced with pitching a spray lubricant with a funny name, PR firm thinks beyond traditional media relations to get press

With a product name like Jig-A-Loo, you know that right off the bat, your pitching prospects are tough. For Los Angeles new media marketing firm Fanscape, the challenges were ratcheted up by the fact that the firm needed to land online media coverage in just a month. However, in spite of some serious obstacles, Fanscape was able to land Jig-A-Loo—a spray lubricant that’s like WD-40—in several online media outlets.

Background: Jig-A-Loo, a spray lubricant that doesn’t contain oil or grease, has been a familiar product in Canada, where it was invented, for a few decades. It was launched stateside back in April at Wal-Mart and Home Depot, and is gradually being rolled to other retailers. Jig-A-Loo’s differentiator in the spray lubricant market is that it’s odorless and doesn’t stain, so it’s safe for all materials.