ReckittBenckiser's Finish (and predecessor Electrasol) have long been runners-up to Procter & Gamble's Cascade in U.S. auto dish detergent, but a combination of disruption and chutzpah have helped the brand close some of the gap.
The disruption: RB, P&G and other auto-dish marketers removed phosphates last year in response to environmentally focused state bans. Performance suffered, some consumers complained, but RB countered with the launch of improved Finish Quantum.
It topped Consumer Reports' rankings of auto-dish products the past two years. And that 's where the chutzpah came in, as RB noted that fact in its ads, breaking with industry practice and the publication's policy. Led by Jiri Kulik, general manager-marketing for RB in the U.S., Finish also launched tough comparison ads and money-back guarantees from Euro RSCG, New York.