TITLE

P&G shifts strategy for Dryel

AUTHOR(S)
Neff, Jack
PUB. DATE
January 2000
SOURCE
Advertising Age;1/24/2000, Vol. 71 Issue 4, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the effort of Proctor & Gamble Co. (P&G) to improve the marketing of its Dryel home fabric-care kits by shifting its marketing strategy as of January 2000. To better reach the brand's target demographic, the company has shifted more television weight to prime time from other dayparts. P&G also plans to rapidly rotate six TV advertisements in the Dryel campaign so that consumers see more of the spots. Leo Burnett USA is the advertising agency of Dryel. The brand has been hit by criticism from some reviewers and dry cleaners, saying that the product's performance falls short of expectations. According to retailers, sales have been slower than expected. Dryel is on track to meet the company's expectations for the first-year sales, according to a spokesman.
ACCESSION #
2731157

 

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