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Published on .

CINCINNATI-Procter & Gamble Co. this month starts testing in Florida Ultra 2 powder formulas of Tide, Cheer, Gain and Bold Plus.

Nationally, upgraded liquid formulas of Tide, Cheer, Era, Gain, Bold Plus, Ivory Snow and Dreft are being introduced.

Both efforts will get brand advertising support, not category advertising that the company has used only intermittently since the 1980s.

Agencies are Saatchi & Saatchi Advertising (Tide and Dreft), D'Arcy Masius Benton & Bowles (Ivory) and Wells Rich Greene BDDP (Gain), all New York, as well as Leo Burnett USA, Chicago (Cheer, Bold and Era).

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