P&G sheds Oxydol

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Two former Procter & Gamble Co. executives agreed to buy the Oxydol laundry detergent brand from their old employer. Oxydol, launched in 1927, was P&G's first detergent brand and title sponsor of the first radio "soap opera'' in 1933. But it had long since been eclipsed by P&G's Cheer, Gain and Tide brands, slipping to $5.5 million in sales last year. Oxydol hadn't had promotion or ad support in several years. The brand's new owner, Redox Brands, is being launched by Todd Wichmann, who left his job as brand manager for Cascade automatic dishwashing detergent last Friday, and Richard Owen, who left his senior finance manager job with P&G on Monday. They plan trade promotion for Oxydol in the fall.

Copyright July 2000, Crain Communications Inc.

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