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Dry-cleaning kits fail to meet company's ambitious sales goals
Procter & Gamble Co. is tweaking its marketing strategy for Dryel home fabric-care kits amid mixed reviews, growing competition and slower-than-expected sales.
P&G in the past month has shifted more TV weight to prime time from other dayparts to better reach the brand's target demographic, working women 20 to 50. P&G also plans to more rapidly rotate the six TV ads in the Dryel campaign so consumers see more of the spots.
Dryel's first TV ad, which ran for three months, showed a woman frustrated when she arrived at a dry cleaner too late to pick up her laundry. A second ad shows a woman disappointed when she shrinks a sweater put through her washing machine. Leo Burnett USA, Chicago, is the Dryel agency.
Despite the high-profile introduction, Dryel has been hit by criticism from some reviewers and dry cleaners, who say the product's performance...