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P&G to launch ‘Total Care’ Tide and Downy brands

BY Doug Desjardins

CINCINNATI Proctor & Gamble is adding a new “Total Care” sub-brand to Tide and Downy this month along with ad campaigns that promote the products’ ability to keep clothes looking new.

The parent company of Tide and Downy says ‘Total Care’ products contain ingredients like silicone and chlorine neutralizers designed to protect clothes and keep them looking new after being washed more than 50 times.

Tide’s ad campaign will promote the detergent’s ability to “clean thoroughly, protect color, preserve shape, maintain finish, enhance softness and fight stains.” The campaign for Downy will boast of its ability to “Keep that First-Wear Love Alive.” P&G plans to spend up to $60 to advertise its new products.

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Energizer to debut mercury-free batteries this fall

BY Doug Desjardins

ST. LOUIS Energizer plans to roll out a new line of eco-friendly hearing aid batteries this fall. The company plans to debut its mercury-free hearing aid batteries on or before Oct. 1 at all major retailers.

The hearing aid batteries will come in four sizes and will be the first batteries of their kind to contain no mercury, a heavy metal that ends up in landfills when the batteries are thrown out.

“While the amount of mercury we removed was small in comparison to other mercury containing products, we’re nevertheless pleased to be taking the lead with our hearing aid batteries,” said Serge Traylor, Energizer brand manager.

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Jewel-Osco to test small-store concept

BY Drug Store News Team

MELROSE PARK, Ill. Jewel-Osco says it will open a new small-format store in the Chicago area later this year.

Dubbed “Urban Fresh,” the 16,000-square-foot store will open in the Lincoln Park section of Chicago this fall. The store will emphasize ready-to-go meals along with a selection of fresh meats, seafood and produce. Parent company Supervalu has not said whether the store would feature a pharmacy.

“The smaller-store format is an exciting complement to our larger, more traditional grocery stores,” said Keith Nielsen, president of Jewell-Osco, which currently has 32 stores in the Chicago area.

Urban Fresh will be the latest in a growing number of small-format grocery stores launched in the United States during the past year. Tesco currently has 65 Fresh & Easy stores on the West Coast and Safeway opened its first “The Market” store in Long Beach, Calif. in late May. And Wal-Mart plans to open four small “Marketside” grocery stores in Phoenix this fall.

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