Both ship to retailers this week, with TV and print ads breaking in April. Publicis Groupe's Kaplan Thaler Group handles Dawn, and Grey Global Group handles Febreze. Spending wasn't disclosed, but the brands spent $20 million to $25 million each through the first 11 months of November, according to Taylor Nelson Sofres' CMR.
Dawn Power Dissolver is positioned as a pre-treater for baked-on, burned-on foods, but also can be used to clean other kitchen surfaces.
Febreze Allergen Reducer enters an allergy-control segment where other brands have failed. S.C. Johnson & Son discontinued its Allercare allergen-fighting spray in 2000. Clorox Co. discontinued an allergy-fighting version of its Clorox FreshCare fabric refresher.
But a P&G spokeswoman said allergens remain a concern among 75 million U.S. allergy suffers, adding that the Febreze product will remove up to 75% of airborne allergens that come from fabrics, such as dust mites from pillowcases.