28 Feb 2008


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Daz Laundry

Daz Laundry

Procter & Gamble

Laundry

Top 100 Grocery Brands

Source : Checkout Nielsen Top 100 Grocery Brands
Position: 76
2007 was another fairly static year for Daz.

Daz Liquitabs

This led to the laundry brand dropping four places from position 72 in 2006 to 74 in 2007.

Not too bad a fall, considering the previous decline of 0.1% had led the brand to plummet nine positions from its position of 63 in 2005.

Daz failed to deliver sales growth in 2007, despite spending out on a spring promotion with TV ads featuring 1990s band Right Said Fred. New packaging was also launched at this time to link the brand with the band.

However, Procter & Gamble (P&G) is looking ahead in 2008 with the launch of Daz liquitabs. P&G says consumers are now demanding convenience and efficiency as well as cleaning and that it's clear “leading growth trends are towards the convenience of liquitabs”.

With heavyweight marketing, including TV, print and online advertising supporting the launch, P&G will be hoping Daz will have a brighter year in 2008.

2007 £85.0m
2006 £85.1m
yoy change =

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