Dryel

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Noel Geoffrey began her career at Procter & Gamble Co. in 1996 as assistant brand manager on a very big, very familiar 50-year-old brand: Tide laundry detergent. But some of the lessons she learned there have come in handy on her work with one of P&G's newest brands, Dryel home dry-cleaning kits.

Ms. Geoffrey, 29, started as assistant brand manager on Dryel as it entered test market in Columbus, Ohio, in 1997. She became global brand manager last year before its global rollout in September.

One lesson common to both brands: Alliances help. Ms. Geoffrey developed marketing alliances for Tide with children's clothing maker Oshkosh B'gosh and promotion trade group Cotton Inc. She forged similar relationships with Liz Claiborne and Maytag Corp. Claiborne displayed Dryel in stores, while Maytag developed a clothes dryer with a "Dryel" setting.

TV commercials explained to consumers that they could use Dryel instead of rushing out to the dry cleaner or damaging their fine washables by getting them wet. Leo Burnett USA, Chicago, created the advertising.

Dryel is on track to reach more than $100 million in retail sales its first year in the U.S.

That may be less than some retailers and analysts expected, but still ranks Dryel among an elite handful of new package-goods brands for the past year, behind P&G's Swiffer and S.C. Johnson & Co.'s Pledge Grab-It.

"The kinds of consumer testimonials we're getting where people are talking about how [Dryel] is impacting their lives . . . really tells me that we're onto something here," Ms. Geoffrey says.

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