Cascade Complete: Kristen Nostrand

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Procter & Gamble Co. banished that sinking feeling with the introduction of Cascade Complete in mid-2000. The dishwasher detergent, armed with its "Skip the sink" campaign, helped P&G fend off Reckitt Benckiser, whose Electrasol had been paring P&G's dominant share for two years.

"We took automatic dishwashing to a whole new level," says Kristen Nostrand, the marketing director who headed the team that launched Cascade Complete. P&G has gained more than 4 share points to 52.7% in the second quarter of 2001, and Cascade Complete was primarily responsible for a $60 million increase in annual sales to $640 million, according to VNU's ACNielsen Corp. figures from J.P. Morgan Chase.

The "Skip the Sink" effort from Publicis Groupe's Saatchi & Saatchi, New York, used humorous TV vignettes of people skipping steps-such as a college grad planning instant retirement-to highlight how the product line lets consumers skip rinsing or rinse aids. Print ads showed sinks used as flowerpots, and a 20-city promotional tour used cooking demonstrations in a sinkless kitchen to drive home the point.

"The creatives at Saatchi were involved even before we started [concept and use] testing, so they had their arms wrapped around the consumer insights," says Ms. Nostrand, 38, who has worked in beauty and homecare marketing since joining P&G 10 years ago. "They're an outstanding team of creatives, and they just nailed it."

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