EUROMARKETING: PAN-EURONEWS

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HENKEL is this month rolling out a gel laundry detergent under the name Persil Kraft (strength) Gel in Germany, the Netherlands and Switzerland. In Italy the product carries the Dixan brand, and in France the Le Chat name. The Lowe Group, led by Lowe & Partners, Düsseldorf, handles advertising for the product except in Italy, where DDB, Milan, has the account. Henkel already markets liquid detergents under those brand names, but will replace them with the ge ls because the German company says that gels work more efficiently in low temperatures. Advertising starts this month.

ICA, Sweden's largest supermarket chain, has reported weak response to a new marketing campaign that encourages customers to participate in its home shopping and delivery services. Since June, home computer users in the Taby and Nacka districts of Stockholm have been able to have their groceries delivered after ordering them online.

Swedes are traditionalists, and it will take time before we will be able to persuade them to do their shopping from home, said ICA Sales Manager Jorgen Wennberg. Shopping is also a social experience, and many consumers will be reluctan t to give this up. Shopping via a home computer is no substitute for being there.

ELLEN BETRIX, Procter & Gamble's German cosmetics subsidiary based in Gross Gerau, is rolling out a long-lasting lipstick whose color returns when the lips are pressed together. Brilliant Lipstick Color Return launched in Germany last month, backed by a TV campaign by Michael Conrad & Leo Burnett, Frankfurt, and is being introduced to all of Eastern and Western Europe except France, Spain and Italy. In April, L'Oreal launched a similar product, Color Endure, in Germany with ads from McCann-Erickson, Frankfurt.

ZTV DENMARK, Scandinavia's first homegrown music video channel that went on the air in March 1995, shut down at the end of last year. ZTV Managing Director Ole Ingaard blamed the satellite TV channel's closure on poor advertising revenue. "We were especially disappointed with the poor response of Danish advertisers," Ingaard said. "They will lose a medium which could target just the slice of the market that would suit their product." MTV Europe, which has traditionally targeted pan-European advertisers, last year expanded its program of allowing nat ional advertisers country-specific ad slots in response to the growing number of local music channels like ZTV Denmark. Modern Times Group, a subsidiary of Sweden's Kinnevik Corporation, owns ZTV Denmark. Its sister stations ZTV Sv erige in Sweden and ZTV Norge in Norway remain in operation, but the Danish shutdown is a setback for hopes of building a pan-Scandinavian music and youth station. ZTV Sverige is in talks with Swedish networks about carrying

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