P&G to merge Solo laundry detergent with new Ultra Bold

Lawrence, Jennifer
July 1993
Advertising Age;7/19/1993, Vol. 64 Issue 30, p30
Trade Publication
The article reports on the plan of Procter & Gamble Co. to merge its regional liquid laundry brand Solo with Ultra Bold, a superconcentrated version of Liquid Bold with fabric softener. According to company executive vice president Durk Jager, the regional brands carry a lot of cost penalties in the way they operate. He adds the Solo user will be able to get the same benefits from Bold. Regional advertising will be handled by Leo Burnett USA Inc.


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