11.14.05
During the next two years, Dial Corp., Scottsdale, AZ, will increase the size of the caps on its Purex bottles to 5.5-oz. The company is trying to encourage consumers who measure detergent by the capful to use more, according to Greg Tipsford, senior vice president, laundry care. Dial currently has 3.5-oz. and 4.5-oz. caps and nine different cap types. The change will also reduce the number of cap sizes to one.
Purex currently has smaller caps than Procter & Gamble and Unilever detergent products. Despite the smaller cap size, Purex was still a key growth driver for the company in 2002. The value-priced brand is the No. 2 overall brand in terms of volume and No. 3 in terms of dollar sales, Dial executives said.
Aside from the cap size, Dial is also working with retailers to get more shelf space to match its growing sales, and is looking to roll out new products. The company is currently testing a new formula to help prevent fading.
Purex currently has smaller caps than Procter & Gamble and Unilever detergent products. Despite the smaller cap size, Purex was still a key growth driver for the company in 2002. The value-priced brand is the No. 2 overall brand in terms of volume and No. 3 in terms of dollar sales, Dial executives said.
Aside from the cap size, Dial is also working with retailers to get more shelf space to match its growing sales, and is looking to roll out new products. The company is currently testing a new formula to help prevent fading.