P&G springs out 7 extensions

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Procter & Gamble Co., Cincinnati, this spring is launching seven line extensions or product improvements to its Bounce, Cascade, Febreze and Tide brands. They are Bounce ColorSmart, a dryer sheet P&G says will provide color protection for clothes; Bounce Fabric Refresher, P&G's second entry into the fabric refresher category after Febreze; Cascade Complete, an improved lineup that claims to eliminate the need to pre-treat dishes and includes the fourth entry into a crowded automatic dish detergent tablet segment; Febreze Clean Wash, a laundry additive for removing odors from clothes; Tide Deep Clean formula, which adds a new cleaning enzyme to P&G's flagship brand; TideKick, a new stain pre-treating device; and Tide WearCare, a new trademark for fabric protection claims P&G previously has made for Cheer and Tide detergents. Grey Advertising, New York, handles Febreze. Saatchi & Saatchi handles Tide and Bounce. D'Arcy Masius Benton & Bowles has Cascade.

Copyright April 2000, Crain Communications Inc.

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