|
|
Article: Laundry biz embraces risk.
- Article from:
- Advertising Age
- Article date:
- June 29, 2009
- Author:
CopyrightCOPYRIGHT 2009 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)
|
Byline: JACK NEFF
A newfound appetite for risk, innovation and share grabs seems to be emerging in what would have seemed the unlikeliest place a couple of years agothe U.S. laundry business.
When Unilever, the only marketer with any substantial consumer spending in the category besides leader Procter & Gamble, sold its business last year, it seemed like the game was over. Instead, it's just begun. Henkel is pumping an unprecedented $50 million marketing budget behind its Purex 3-in-1 product. And Clorox Co. is taking what may be a bigger risk still, betting consumers will buy the notion of a green laundry detergent that works as well as P&G's tech-heavy ...