P&G takes on Vanish with new detergent

Procter & Gamble is launching the UK’s first branded laundry detergent for eight years, a liquid bleach called Ace Gentle Bleach.

The brand has been on trial in Greece and Italy and is likely to be rolled out across Europe with a 30m ad campaign. In Italy, advertising for the product is handled by Milano & Grey, part of the Grey Advertising network.

Ace Gentle will be pitched against Benckiser’s Vanish, which is added to the wash with main wash detergents to remove stains. Vanish is running a heavyweight TV campaign in the run up to the Ace launch.

Unlike Vanish, Ace is a main-wash detergent that can be used for very soiled clothing. It will be available in one and two litre sizes and priced at 1.99 and 3.49 respectively.

The last laundry brand to launch in the UK was Lever Brother’s Radion in 1989. Radion has struggled in the market, drifting down from a share of seven per cent to 2.2 per cent by value. Lever relaunched it this week with a campaign positioning it against Bold (MW January 31).