SuperBrands 97 Category Ranking: HOUSEHOLD PRODUCTS | Adweek SuperBrands 97 Category Ranking: HOUSEHOLD PRODUCTS | Adweek
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SuperBrands 97 Category Ranking: HOUSEHOLD PRODUCTS

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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: --
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