FRANCE: PROCTER & GAMBLE FRANCE PUBLICITY
Article Abstract:
The French division of the US detergent giant, Procter&Gamble France, has seen its turnover drop by 10.4% in 1999, on the whole of its powders, liquids, and household cleaning products etc. Its market share of the detergents sector has also dropped to 31.6% in 1999, from 35.5% in 1998. After a successful launch on the US market in 1999, the group launched its new product, Dryel, on the French market in April 2000. Presented in a kit form, which includes a stain remover solution, four absorbing cushions, a re-usable plastic bag, and four impregnated wipes, Dryel allows the consumer to look after hand wash and dry cleaning articles in a domestic washing machine. A refill of 6 wipes is also available. The launch is supported by two TV ads (30 and 45 seconds) by Leo Burnett, a direct marketing campaign aimed at households with washing machines, Internet advertising and a blue telephone enquiry number.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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France: P&G relaunches Mr. Propre
Article Abstract:
The new 3D logo of Mr. Propre is an attempt by P&G to render Mr. Propre's face more modern to keep pace with the standards claimed by the brand and intervenes 35 years after its creation. Procter & Gamble (P&G) has seized this opportunity to change the scents according to the different seasonal trends as well as the packaging of its range of domestic cleaning products which covers 60% of Mr Propre's turn-over. According to a survey, the buying wish of its customers has risen from 61% to 72% thanks to the new packaging of its multi-purpose detergents. Mr. Propre holds 25.8% of the domestic cleaning products market in value and is thus leader on the market of domestic cleaning products in France which is worth EUR 350,000 in June 2001. Grey, the French advertising agency, was chosen to relaunch the product. The relaunch will be backed with a billboard campaign in October 2001.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2001
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FRANCE: NEW PRODUCT RELEASES FROM LEVER
Article Abstract:
Although the detergents group, Lever, has withdrawn some 30 different products from the shelves over the last two years, it intends to launch range of new products in 2001. Lever intends to focus on the dynamic detergent wipes sector, on the back of its success with Domestos wipes, and will launch a new cleaning wipe product, Cif "kitchen and bathroom". It will also launch a new cleaning product for black clothing, called Coral Black Velvet, in January 2001, focusing on the fashionable and young age group of 20-25. This will be supported by an advertising campaign. The largest launch concerns a range of difficult stain removal products, under the Skip brand, called Skip Solutions. This includes wipes for difficult stains, washing machine detergents, pre-wash stain removal application gel, and a dry wipe for stained clothing.
Publication Name: Points de Vente
Subject: Business, international
ISSN: 0150-1844
Year: 2000
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