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Article: New area.(News)(Procter & Gamble Co. introduces Dawn Power Dissolver, Febreze Allergen Reducer)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- February 24, 2003
- Author:
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Jack Neff
Procter & Gamble Co. is extending two of its home-care brands into new territory with Dawn Power Dissolver spray and Febreze Allergen Reducer fabric refresher.
Both ship to retailers this week, with TV and print ads breaking in April. Publicis Groupe's Kaplan Thaler Group handles Dawn, and Grey Global Group handles Febreze. Spending wasn't disclosed, but the brands spent $20 million to $25 million each through the first 11 months of November, according to Taylor Nelson Sofres' CMR.
Dawn Power Dissolver is positioned as a pre-treater for baked-on, burned-on foods, but also can be used to clean other kitchen surfaces.
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