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Method is introducing a detergent in a campaign with a budget estimated at $10 million.
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Method, the cleaning products company known for its clever slogan ("people against dirty") and stylish packaging, is introducing a laundry detergent.
Mintel, a market research firm, called Seventh Generation "the home laundry category leader in environmentally-friendly products," adding that the success of the brand was instrumental in the Clorox Green Works brand deciding to introduce a laundry detergent in 2009.
At one moment Don Francisco might lead the studio audience in singing a detergent jingle before introducing a mariachi band or a slapstick comedy.
Among other things, the company is introducing a line of low carbohydrate products and is trying to increase sales in its detergent businesses by creating products.
Unilever did beat Procter to market with a concentrated detergent by more than a year, but P.& G. introduced a concentrate early this year.
Method must try to elicit interest in its detergent without getting Procter & Gamble so annoyed that it would, say, introduce a version of Tide in a small pump bottle.
Introduce a rewards system.
Besides rolling out its cosmetics aimed at teenagers, Wal-Mart has bought the White Cloud toilet tissue brand from Procter & Gamble and has introduced its own detergent under the Sam's Choice label.
Reckitt Benckiser, for its Woolite brand of liquid detergent, is introducing ads with a spooky tone reminiscent of a Rob Zombie horror movie.
The industry introduced detergents as long ago as the 1930s.
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