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Dryel gets $15 mil push in France

Published on .

Procter & Gamble Co., Cincinnati, is planning a $15 million campaign for the mid-April launch of home dry-cleaning product Dryel in France. The campaign, from Leo Burnett Co., Paris, will be one of P&G's largest ever in the country. Dryel is challenging Svit, recently launched by German rival Henkel. P&G debuted Dryel in the U.S. late last year, and it has since entered Austria, Germany and Switzer-land. Further European expansion is likely.

Copyright March 2000, Crain Communications Inc.

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