SuperBrands 96 Category Ranking: HOUSEHOLD PRODUCTS | Adweek SuperBrands 96 Category Ranking: HOUSEHOLD PRODUCTS | Adweek
Advertisement

SuperBrands 96 Category Ranking: HOUSEHOLD PRODUCTS

Advertisement

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.: $7.4
5 Arm & Hammer Church & Dwight, Princeton, NJ
Partners & Shevack, New York, NY
Sales: $123.1
Media Exp.: N/A
Sources: Information Resources Inc. (sales); Competitive Media Reporting
(expenditures)
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED