Clorox Dry Bleach gets $20 mil launch

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An estimated $15 million to $20 million campaign for Clorox Dry Bleach breaks today with TV ads from DDB Worldwide, San Francisco, touting the no-splash benefits of Clorox's first dry bleach formulated for white laundry. Print ads break in June magazines. The bleach, which began appearing on store shelves earlier this month, contains sodium perborate rather than chlorine.

Copyright April 2000, Crain Communications Inc.

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