S.C. Johnson to battle P&G's Febreze abroad

Gatsoulis, Joyce-Ann; Mussey, Dagmar
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p16
Trade Publication
This article reports on the launch of Shout Refresher odor-removing fabric spray from S.C. Johnson & Son, but only outside the U.S., as of October 1999. 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 the prospective global brand of Procter & Gamble Co., Febreze, to the market. FCB Worldwide, the agency of S.C. Johnson, is handling the global account, which is being coordinated from Paris, France. Although distribution to those countries is almost complete, advertising will not break in most places until November. Shout Refresher, the first non-stain-removing version of Shout Johnson has introduced, is available in a small travel-size spray bottle and two varieties of its larger spray bottle, marketed in both regular and extra-strength formulations.


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