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Laundry Detergent (Powder)
P&G’s Tide continues to dominate the segment. Gain, another Procter product
managed to knock Lever’s Wisk out of the top five in the last year.
Brand
Lead Agency, Location Co. Name, Location
Sales (millions)
Media Expenditures (millions)
1 Tide Procter & Gamble, Cincinnati, OH
Saatchi & Saatchi, New York, NY
Sales: $920.3
Media Exp.: $15.8
2 Cheer Procter & Gamble, Cincinnati, OH
Leo Burnett, Chicago, IL
Sales: $240.4
Media Exp.: $2.55
3 Surf Lever Brothers, New York, NY
Ogilvy & Mather, New York, NY –
Sales: $172.0
Media Exp.: $.301
4 Gain Procter & Gamble, Cincinnati, OH
Wells Rich Greene BDDP, New York, NY
Sales: $127.3
Media Exp.:
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