Henkel bets on convenience

04/28/2009 | Wall Street Journal, The

German CPG firm Henkel is introducing a laundry sheet called Purex Complete, which contains detergent, fabric softener and fights static cling. The effort, backed by a $50 million campaign by Omnicom shop Energy BBDO, is the latest attempt to get Americans to embrace detergent tablets, popular in some parts of Europe.

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