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.