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Henkel begins Purex Odour Release promotion

Henkel has begun a promotion in support of a new product called Purex Odour Release laundry detergent. The effort makes use of a branded vehicle called the "Purex Odour-Free Hockey Shop" which will visit 10 towns in Ontario. The installation will offer advice on the washing of hockey equipment. It will also give away hockey pants, shin pads, elbow pads, gloves and shoulder pads to local youths. The promotion uses the tagline, "Wash Your Gear." It was developed by 6 Degrees, with media work by Starcom and public relations support from LexPR Canada. The initiative will run through April.

"Families across the country will be happy to hear of this new solution from Purex for washing hockey and other washable sports gear," said Napaporn Slattery, detergents formulations manager at Henkel. "Purex Odour Release is the first branded value laundry detergent in Canada that boasts fragrance encapsulation with odour-elimination technology, which is ideal for hockey-obsessed Canadians because it helps fight tough odours."

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