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Ambi-Pur: Juan Carlos Allred

By Published on .

Juan Carlos "J.C." Allred got off to a fast start with Ambi-Pur LiquiFresh two-in-one toilet bowl cleaner and air freshener. Within three weeks of last fall's launch, he says, Ambi-Pur overtook S.C. Johnson & Son's Vanish, Clorox Co.'s Clorox and his former employer, Reckitt Benckiser, which makes Lysol and Toilet Duck, for the top slot in its segment.

Ambi-Pur's sales exceeded $30 million in nine months. Grey Global Group's Grey Worldwide, New York, provided $10 million in TV ads. After working on French's mustard at Reckitt, Mr. Allred came to Sara Lee Corp. in October 1999 to lead U.S. planning for Ambi-Pur. Sara Lee launched Ambi-Pur in Europe in 1997, but had never rolled out a new household products brand in the U.S.

The category "was new for us against some very entrenched competitors," notes Mr. Allred, 36, group product manager.

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