SPOTLIGHT: HOUSEHOLD PRODUCTS SINGING ALONG

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The record industry may be trying to scrub free music downloads, but household- and personal-products marketers are filling the void with promos of a type more often used by retailers going after younger audiences.

Clorox Co. recently began selling Tilex Fresh Shower bottles packed with one-hour New Age music CDs. Unilever's Axe body spray is selling a gift pack featuring two cans of spray and a rock CD.

More recently, Procter & Gamble Co.'s Cheer brand produced and started offering free downloads from its Web site of a song that began as a jingle in a fall ad from Publicis Groupe's Leo Burnett, Toronto.

P&G got about 50 requests weekly for information about the song, including one from a woman who wants to use it in her June wedding, said Julie Woffington, brand manager.

So P&G had singer/songwriter Lisa Dalbello do a four-minute single, which the company is now touting with a tag on its commercial. The marketer is now trying to get the song, "Always (Thinking of You)," radio air play.

"We're trying to be a more stylish and contemporary brand," Ms. Woffington said. "[The music is] about creating the personality of the brand."

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