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.