• Ad Age, Tuesday, July 18, 2006 12:58 PM

Cincinnati-based Church & Dwight Co. has agreed to pay $325 million to buy Orange Glo International, whose $200 million household cleaning products business is led by Oxi Clean, one of the leading brands in the laundry-additives category, reports Ad Age.The deal gives C&D access to Orange Glo's direct-response TV pitchman Billy Mays and its strong relationship with Wal-Mart Stores, which helped propel the brand to national prominence. Oxi Clean's "pure and natural" positioning is compatible with C&D's Arm & Hammer brand, and gives it a distinct differentiation from category leader Clorox. Oxi Clean also has considerable strength in club stores, where C&D is relatively weak. Oxi Clean plans its biggest-ever product launch this winter--a softball-sized detergent tab that can be used through about 25 wash cycles.

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