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Campaign Breaks For Arm & Hammer's New Gel Detergent

A campaign for the new Arm & Hammer Plus OxiClean Power Gel takes a positioning that's usually associated with products that are seen in the medicine cabinet -- "faster pain relief, stronger action," says Kevin Kuchiniski, vp-fabric care for parent company Church & Dwight. Plus, he tells Todd Wasserman, using the concentrated results in 50% savings over comparable liquid detergents.

TV and print ads use puns like "people everywhere are getting gel-ous" and "maximum gel-osity" to bring attention to the novelty of the product, at least in the U.S. Most major detergent makers are selling gel-based detergents abroad.

David Lockwood, director of consumer insights at Mintel, says that emphasizing innovation is a way for the Arm & Hammer to counter its image as a value brand in the category. "It's a significant launch," he says.



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