US: The International Fabricare Institute (IFI) has launched a counter campaign to Procter & Gamble’s ads for home cleaner and freshener Dryel. It believes the ads could confuse the public and is defending the interests of its members.
IFI objects specifically to the slogan “Suddenly dryclean only isn’t” and to billboard images showing a dryclean only care label with the word repealed. David Uchic, IFI vice-president communication, said that following the launch of the Dryel ads on 1 September this year the institute had taken up a formal complaint with the Federal Trade Commission (the registered body that monitors business practices, advertising and marketing), and also with the Better Business Bureau (a non-profit organisation promoting good business practices.) The Institute has also produced explanatory leaflets for drycleaners to hand to their customers and is selling adslicks to members wanting to run local campaigns. Mr Uchic also said that a report on CBS This Morning had re-inforced the IFI’s view of Dryel. IFI had followed the programme up on the Internet encouraging consumers to find out more.
Mr Uchic admitted the response had been “aggressive and assertive” but felt that IFI had had to act in the interests of its members – some had been extremely upset although others were not unduly worried.
Odour removal He had no wish to trash, Dryel – it does some basic stain removal and removes odours, but does not clean thoroughly, as drycleaning does. He also said that lines of communication with Procter & Gamble were still open and being used.
LCN also spoke to Damon Jones, spokesman for Procter & Gamble in the States. Mr Jones said the company was aware of the IFI activities on the net. He insisted that the company did not believe the advertising was misleading. It had been tested thoroughly with consumers and they had said that they did not see Dryel as a replacement for drycleaning. In the slogan “suddenly dryclean only, isn’t” the word “only” had been emphasised. This had also been the case with the professional clean only care tag, shown on the billboard ads.
Mr Jones said research showed the consumers wanted more choice in caring for “dry clean only” clothes and the option of an interim care method.
The message that Procter & Gamble wanted to communicate was that Dryel gave them that choice. He confirmed that discussions with the IFI were continuing.
