SuperBrands 96 Category Ranking: HOUSEHOLD PRODUCTS

Automatic Dishwasher Detergent
Sales were flat, with little news from the biggest players. Dial entered, hoping
its antibacterial heritage would work in this segment as it has in soap.
Lead Agency, Location Co. Name, Location
Sales (millions)
Media Expenditures (millions)
1 Cascade Procter & Gamble, Cincinnati
Grey Advertising, New York
Sales: $249.8
Media Exp.: $20.8
2 Sunlight Lever Brothers, New York
BBDO, New York
Sales: $96.1
Media Exp.: $1.05
3 Palmolive Colgate-Palmolive, New York
FCB/Leber Katz, New York
Sales: $46.2
Media Exp.: $16.2
4 Electrasol Benckiser Consumer Products, Danbury, CT

Sales: $38.1
Media Exp.: N/A
5 Private Label –

Sales: $34.4
Media Exp.: –
Sources: Information Resources Inc. (sales); Competitive Media Reporting
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED