Posted: April 24, 2012, 3:45 p.m. EDT
With sufficient retail distribution established since launching a line of Microban-infused bird feeders last fall, Droll Yankees of Plainfield, Conn., has begun promoting the line directly to consumers.
The company is currently finalizing plans for a consumer advertising campaign featuring print, radio and possibly other electronic media, according to marketing coordinator Kate Peikin.
Droll Yankees plans to launch a consumer campaign for its Microban wild bird feeders.
Droll Yankees entered an exclusive agreement with North Carolina-based Microban International Ltd. to incorporate Microban’s branded antibacterial technology into the wild bird feeders. Petmate has a similar license covering pet products.
“Throughout our history of over 42 years, we have focused on making feeders that are easy to clean, that work better and last longer,” said Betsy Puckett, Droll Yankees president. “Microban technology adds tremendous value for the customer who is conscious of the need to provide a cleaner feeding environment for the birds that they love.”
Specifically, Microban’s silver-glass technology is added to the other raw ingredients used to produce Droll Yankees’ feeder tubes so that it will not wash off or wear away, thus keeping bird feeders cleaner between regular cleanings, according to Droll Yankees. The company added the Microban technology to feeders to help prevent growth of bacteria, mold and mildew, the company said.
Droll Yankees currently offers 21 bird feeders, roughly one-third of its feeders, with the Microban protection, including finch feeders, songbird feeders, the Yankee family of squirrel-proof feeders and the Onyx Clever Clean feeders.
The company plans to add the Microban technology to additional wild bird feeders, including hummingbird feeders by the end of this year, as it updates its manufacturing processes.<HOME>
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