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Article: S.C. JOHNSON TO BATTLE P&G'S FEBREZE ABROAD; WHO'S OUT FIRST: SHOUT REFRESHER MAKES ITS ENTRY IN EUROPE, ASIA, SOUTH AMERICA.
- Article from:
- Advertising Age
- Article date:
- October 11, 1999
- Author:
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Copyright informationCOPYRIGHT 1999 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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S.C. Johnson & Son is taking on Procter & Gamble Co.'s successful odor-removing fabric spray Febreze with new Shout Refresher -- but only outside the U.S. At least for now.
Created as a line extension of its existing stain remover Shout, new odor-remover Shout Refresher is rolling out in parts of Europe, Asia and South America, often beating P&G's prospective global brand Febreze to the market.
FCB Worldwide, S.C. Johnson's agency, is handling the global account, which is being coordinated from Paris.
Michel Philippe, Johnson's Paris-based product manager, confirmed that the brand's introduction started earlier this year in Japan and is ...
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