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Countering its image as a value brand with innovation, Arm & Hammer has introduced the first gel detergent into the U.S. market.
The product, Arm & Hammer Plus OxiClean Power Gel, is positioned as a more potent cleaning agent than rival powders and liquids. A TV spot, from Ferrara & Co, states that there’s “more power in every drop” in the detergent, and shows a white shirt stained with dirt, sauce, grass and chocolate getting a thorough cleaning.
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