Henkel takes tab technology into toilet cleaners

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DUESSELDORF -- In a drive to push its tablet technology into different sectors, Henkel is rolling out toilet cleaner WC Frisch ActivTabs via its Thompson subsidiary, based in Duesseldorf.

Currently launched in Germany only, the new tablets will be backed by a TV campaign through BBDO, Duesseldorf.

The brand will be marketed on the consumer benefit that the tablets can be put either in the toilet cistern or bowl and that they are 10 to 15 times as effective as most other brands.

Henkel has recently begun advertising for its laundry detergent Persil Tabs. It also markets Somat Tabs for dishwashers.

Copyright October 1998, Crain Communications Inc.

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