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.