No, not gossip. The other kind of dirt. Wisk, in its latest promotion, is making use of many standard internet tools, such as eCards, pop-up information bubbles and games. The brand is targeting not only its key demographic --mothers with messy kids -- but the messy kids as well.

By clicking onto Wiskmom.com, consumers can take a picture of their pride and joy, upload it and put him or her on a faux magazine cover of "Life" or "Sports Illustrated Kids." This same concept has been used in cross-promotions before, but this website has taken a comprehensive approach.

There are also mom-friendly, as well as kid-friendly, games. WISKdoku and Mirror Match are choices for adults, while their messy offspring can play Guess the Stain, Dirt Blaster and more. An environmentally friendly component, complete with calculator, shows how concentrated Wisk lowers water, gas, plastic and cardboard usage.

A key to niche-marketing is taking something we, as a public, use regularly and call attention to it in other ways. Wisk cleans up in that respect.