Procter & Gamble Co., Cincinnati, on Feb. 15 will open a new front in the antibacterial consumer product race, with a new TV and print campaign positioning Tide With Bleach as "sanitizing" laundry by killing 99.9% of bacteria on clothes. Saatchi & Saatchi, New York, handles. Unlike liquid bleach, a segment dominated by l Clorox Co., Oakland, Calif., the bleach in Tide can be used on color fabrics without fear of damaging them. P&G reformulated the "patented oxygen bleaching system" in the product as part of the repositioning.
Copyright February 1999, Crain Communications Inc.