Johnson rolls out wipe lines

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S.C. Johnson & Son will fight challengers to its Pledge and Windex brands with new wipes entries of its own, shipping this summer.

For Pledge, S.C. Johnson plans summer launches of Pledge Grab-It Wipes, a wet wipe similar to Procter & Gamble Co.'s Swiffer Wet, which launched this year, and Pledge Furniture Polish Wipes, which counter a previously announced launch of Reckitt Benckiser's Old English wipes. For Windex, S.C. Johnson is preparing Windex Wipes, countering Reckitt's previously announced Glass Plus Wipes launch.

The products begin shipping to retailers in July, with ads from Interpublic Group of Cos.' FCB Worldwide expected to break in September.

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