PRODUCTS & PROMOTIONS 2003-01-13

Ads for Detergent 'Gel'

itt Benkiser here recently introduced the first gel detergent not sold in a bottle, Electrasol Gelpacs, with a $22 million advertising and promotion campaign. National teaser advertising began in November, but a full campaign launches this month, resulting in more than 3 billion impressions across the country. Both scents of Electrasol Gelpacs -- Orange Blossom and Sparkling Citrus -- are sold in 20-count packages for about $3.79; Sparkling Citrus Gelpacs are also available in 12-count packages priced at $2.49.

Pennzoil Warms Up

HOUSTON -- Pennzoil motor oil is supporting its revolutionary Easy Grip Handle Bottle with a bonus gift of free hand warmers in each six-quart case of Pennzoil motor oil during a wintertime promotion, said a source. Pennzoil, a wholly owned subsidiary of Shell Oil Co. here, is the first manufacturer to address functionality on a quart-sized bottle. "Consumers recognize and appreciate the thought that went into this bottle design," said Tami Talbert, director of the Pennzoil brand. "We have broken out of the category norm." The company kept the volume the same and managed the bottle dimensions so that the new packaging works with its retail customers' operational systems, she added.

'Purple' Media Support

BURBANK, Calif. -- The new digitally remastered version of the 1985 critically acclaimed film, "The Color Purple," will be released on Feb. 18 as a deluxe, feature-packed, two-disc DVD Special Edition. It will receive national media support targeting women, 25-49, and African Americans. It will generate more than 150 million consumer impressions and reach 75% of the target audience four times. The marketing campaign will include network television and cable advertising, a national print campaign and support by urban radio and online promotions.