Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

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.

Most Popular
In this article: