Magazine article Marketing

Soap Powers

Magazine article Marketing

Soap Powers

Article excerpt

SOAP POWERS Procter and Gamble (P&G) has this year spent more than twice as much on pan-European advertising for its washing powders and liquids than its arch-rival Unilever.

Together, P&G's three biggest spending brands accounted for more than a quarter of the $253m spent advertising soap powders on European TV in the first half of 1990, according to Adtrack's latest Eurobrands survey for Marketing.

Ariel leads the pack as P&G continues to roll out a super concentrate version of its flagship powder across Europe.

Henkel's Dixan brand is being pushed in Germany, Spain, the Netherlands and Italy, where it is the second best selling machine washing powder. The brand is set for a further boost as Henkel launches in the second half of the year Dixan 2000, a super concentrate to rival Ariel Ultra.

Since the First World War Persil has been split between competitors Unilever and the German-owned Henkel. The family-owned Henkel markets Persil in Germany, Italy, Spain, Belgium, Austria, Switzerland and the Netherlands. …

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