P&G backs new Dawn Ultra with $10 mil campaign

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Procter & Gamble Co. March 8 breaks an estimated $10 million TV and print campaign for Dawn Ultra PowerPlus dishwashing detergent from D'Arcy Masius Benton & Bowles, New York. The royal-blue, citrus-scented line extension for the category-leading brand, which began shipping to retailers in January, is reformulated to be better at removing greasy, stuck-on foods, P&G said.

Copyright March 1999, Crain Communications Inc.

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