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Calgonit gel gets $30 mil rollout

By Published on .

[duesseldorf] Reckitt Benckiser started a $30 million European rollout this month of Calgonit dishwasher detergent gel packs-called Finish in the U.K.-with an ad campaign by Havas' Euro RSCG Worldwide, one of Reckitt's two global agency networks. In the U.S., where the same brand is called Electrasol, Reckitt has launched Electrasol gel packs.
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