Laundry giants take battle to dry cleaners

Neff, Jack
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, ps16
Trade Publication
This article reports on how laundry detergent maker Procter & Gamble Co. brings marketing revenue as it introduces its fabric-care categories, as of September 1999. The company has launched two fabric-care products: Febreze fabric deodorizer and Dryel home dry-cleaning product. Febreze, launched with $60 million in advertising spending, posted $250 million in sales in its first year. The company has begun to conduct Dryel demonstrations in several shopping malls in the U.S.


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