Global ad campaigns for rival new detergent sachet brands are in the final stages of planning by the J Walter Thomson and Saatchi & Saatchi networks – championing the competing causes of their respective lieges, Lever Fabergé and Procter & Gamble.

The war for the world’s washing machines is likely to outgun the detergent tablet barrage of three years ago when Lever beat P&G to the market with its Persil Tablets – and forged a lead which it still holds.

This time round, however, the opening shots will be fired by P&G whose Arial LiquiTabs brand is scheduled to hit UK supermarket shelves in March – a full month ahead of Lever’s Persil Capsules.

For the generals in the opposing armies, victory could well prove pyrrhic in the short term.

News Source: CampaignLive (UK)