P&G EXTENDS FEBREZE LINE
By Adnews Staff
Procter & Gamble Canada of Toronto has created an extension to its Febreze fabric frefresher product. Frebreze Clean Wash is designed to work with existing detergents and fabric softeners in the washing machine to eliminate odors from fabrics. Clean Wash began appearing in the laundry aisles of grocery, mass merchandisers and drug stores in June. An advertising campaign, in-store demonstrations and promotion at outdoor community events are being used to support the launch. Grey Advertising of New York created the print and television advertising, with Grey Canada of Toronto adapting the spot for Canada. In-store demos and outdoor promotions are being handled by TMG Solutions of Oakville, Ontario. Last week P&G introduced a floor-cleaning device called the Swiffer WetJet that will debut this fall as an extension to the Swiffer Sweeper. P&G originally introduced both the Swiffer and Frebreze last April. Public relations are being handled by Advance Planning and Communications of Toronto.