P&G to launch Dryel, Swiffer simultaneously in U.S., globally

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Procter & Gamble Co., Cincinnati, will launch Dryel home dry-cleaning kits and Swiffer electrostatic dust sweepers and cloths in the U.S. and globally in July, with ads for both products breaking in early August. The introductions mark the first time P&G has rolled out products in the U.S. and overseas simultaneously. Dryel will be backed by TV, print, radio and online ads, as well as direct mail and in-mall sampling and marketing, via Leo Burnett Co., Chicago. The international rollout begins in Germany, Ireland and the Netherlands. P&G will sell Dryel direct to consumers over a product Web site until August, when the product receives full retail distribution. A P&G spokesman said the direct sales will give P&G a chance to gain some additional "consumer learning" and satisfy any demand created by pre-launch publicity. Swiffer, backed by TV, print and direct mail from D'Arcy Masius Benton & Bowles, New York, will likely reach stores in France slightly ahead of the U.S., the spokesman said. Swiffer will go head-to-head with Pledge Grab-It, licensed by S.C. Johnson & Son from Kao Corp., which has sold the product for five years in Japan under the name Quicker Wiper. Pledge Grab-It is scheduled to ship to retailers in August, with an estimated $20 million campaign from Foote, Cone & Belding, Chicago.

Copyright May 1999, Crain Communications Inc.

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