SuperBrands 97 Category Ranking: HOUSEHOLD PRODUCTS

Household Cleaners
Pine-Sol, more than doubling ad spending, bumped Lysol from No. 1. P&G’s market share was the weakest in three years, said analysts. Lysol cut spending almost in half. P&G price cuts in 1995 didn’t help sales.
Rank….Brand………… Co. Name, Location
.Lead Agency, Location
…Sales (millions):
…Media Expenditures (millions):
1….Pine-Sol…………….Clorox, Oakland, CA
..DDB Needham, San Francisco
…Sales: $112.1
…Media Expenditures: $13.3
2….Lysol………………..Reckitt & Colman, Montvale, NJ
..McCann-Erickson, New York
…Sales: $ 79.6
…Media Expenditures: $36.6
3….Mr. Clean………….Procter & Gamble, Cincinnati
..Tatham Euro.RSCG, Chicago
…Sales: $ 60.0
…Media Expenditures: $11.6
4….Spic.and.Span…….Procter & Gamblem, Cincinnati
..Saatchi & Saatchi, New York
…Sales: $ 35.8
…Media Expenditures: $ 8.7
5….Clorox.Cleanup…..Clorox, Oakland, CA
..DDB Needham, San Francisco
…Sales: $ 28.0
…Media Expenditures: $11.9
Laundry Detergent
Tide remained the undisputed category leader, but P&G’s other top brand, Cheer, sagged. Lever bolstered its strong No. 2 position with across-the-board gains.
1….Tide…………………..Procter & Gamble, Cincinnati
..Saatchi & Saatchi, New York
…Sales: $1,489.4
…Media Expenditures: $68.9
2….Cheer…………………Procter & Gamble, Cincinnati
..Leo Burnett, Chicago
…Sales: $346.5
…Media Expenditures: $32.3
3….Wisk………………….Lever Brothers, New York
..J. Walter Thompson, New York
…Sales: $330.0
…Media Expenditures: $15.5
4….All…………………….Lever Brothers, New York
..Ammirati & Puris/Lintas, New York
…Sales: $275.7
…Media Expenditures: $8.9
5….Surf…………………..Lever Brothers, New York
..Ogilvy & Mather, New York
…Sales: $228.0
…Media Expenditures: $0.4
6….Purex…………………Dial, Phoenix
..In-house
…Sales: $224.5
…Media Expenditures: $0.2
7….Gain…………………..Procter & Gamble, Cincinnati
..Wells Rich Greene BDDP, New York
…Sales: $170.3
…Media Expenditures: $10.0
8….Arm & Hammer…..Church & Dwight, Princeton, NJ
..Partners & Shevack, New York
…Sales: $153.6
…Media Expenditures: $0.0
9….Era…………………….Procter & Gamble, Cincinnati
..Leo Burnett, Chicago
…Sales: $139.7
…Media Expenditures: $8.8
10…Private.label……….–
..–
…Sales: $117.0
…Media Expenditures: —
Diapers
In a dismal year for this $3.6 billion category, the big new product splash came from upstart Drypers, which unveiled a diaper impregnated with baking soda.
1….Huggies……………..Kimberly-Clark, Dallas
..Ogilvy & Mather, New York
…Sales: $1,424
…Media Expenditures: $54.1
2….Pampers…………….Procter & Gamble, Cincinnati
..D’Arcy Masius.Benton & Bowles, New York
…Sales: $928.4
…Media Expenditures: $41.2
3….Private.Label………–
..–
…Sales: $630.3
…Media Expenditures: —
4….Luvs…………………Procter & Gamble, Cincinnati
..Leo Burnett, Chicago
…Sales: $423.8
…Media Expenditures: $16.7
5….Drypers…………….Drypers, Houston
..Gerber, Portland, OR
…Sales: $104.9
…Media Expenditures: $ 0.5
Facial Tissues
Kleenex remained No. 1 with a strong year, but owner Kimberly-Clark, under pressure from U.S. authorities, sold Scotties to a Canadian firm. The category’s unit sales were down 4%.
1….Kleenex………….Kimberly-Clark, Dallas, TX
..Foote, Cone & Belding, Chicago
…Sales: $562.4
…Media Expenditures: $10.3
2….Puffs………………Procter & Gamble, Cincinnati
..N.W. Ayer, New York
…Sales: $385.3
…Media Expenditures: $23.2
3….Private.Label…..–
..–
…Sales: $145.5
…Media Expenditures: —
4….Scotties………….Irving Tissue, Moncton, NB
..J. Walter Thompson, New York
…Sales: $ 65.2
…Media Expenditures: $ 0.5
5….Softique…………Kimberly-Clark, Dallas, TX
..Foote, Cone & Belding, Chicago
…Sales: $ 47.4
…Media Expenditures: NA
Automatic Dishwasher Detergent
Sales were down in this sluggish category, and companies pulled back on media spending.
Cascade and Palmolive changed agencies.
1….Cascade…………Procter & Gamble, Cincinnati
..Saatchi & Saatchi, New York
…Sales: $247.7
…Media Expenditures: $19.1
2….Sunlight…………Lever Brothers, New York
..BBDO, New York
…Sales: $ 91.6
…Media Expenditures: $0.0
3….Palmolive…….. Colgate-Palmolive, New York
..Young & Rubicam, New York
…Sales: $ 48.1/
…Media Expenditures: $ 9.1
4….Electrasol………Benckiser Consumer Products, Danbury, CT
..McCann-Erickson, New York
…Sales: $ 43.5
…Media Expenditures: $0.0
5….Private.label…..–
..–
…Sales: $ 33.6
…Media Expenditures: —
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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