SuperBrands 96 Category Ranking: HOUSEHOLD PRODUCTS

Laundry Detergent (Liquid)
Acknowledging P&G’s dominance in concentrated liquids, Lever Brothers has
reformulated ultra Wisk and Surf to match the formulation standard set by Tide.
Brand Co. Name, Location
Lead Agency
Sales (millions)
Media Expenditures (millions)
1 Tide Procter & Gamble, Cincinnati
Saatchi & Saatchi, New York
Sales: $498.8
Media Exp: $45.0
2 Wisk Lever Brothers, New York
J. Walter Thompson, New York
Sales: $189.7
Media Exp: $8.8
3 All Lever Brothers, New York
Ammirati & Puris/Lintas, New York
Sales: $186.2
Media Exp: $.147
4 Purex Dial, Phoenix
DDB Needham, Chicago
Sales: $145.1
Media Exp: $.216
5 Cheer Procter & Gamble, Cincinnati
Leo Burnett, Chicago
Sales: $120.7
Media Exp: $18.1
Sources: Information Resources Inc. (sales); Competitive Media Reporting
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED