PHOENIX, Thursday, March 15, 2001 - Purex, the nation's leading value detergent, will use the Team Purex/Dreyer & Reinbold Racing Indy Racing car driven by Robbie Buhl to nationally launch its new product, Purex Tabs, at the season-opening...
PHOENIX, Thursday, March 15, 2001 - Purex, the nation's leading value detergent, will use the Team Purex/Dreyer & Reinbold Racing Indy Racing car driven by Robbie Buhl to nationally launch its new product, Purex Tabs, at the season-opening Pennzoil Copper World Indy 200 on March 18 at Phoenix International Raceway.
Purex Tabs is the first laundry tablet to be introduced in the value segment of the detergent category and will serve as an engine for Purex growth in 2001.
Since 1999, the Purex brand has successfully used its relationship with Dreyer & Reinbold Racing to promote and market its array of Purex powder and liquid detergent products. For Purex senior brand managers, having Purex Tabs appear on the Team Purex race car is consistent with the brand's marketing strategies utilizing Team Purex and the Indy Racing League. "We know that there will be millions of viewers watching the season opener, and we think being a part of this exciting event will be a great way to officially launch our new product form," said Mary Busch, senior brand manager -- Purex Tabs. "By including Purex Tabs on the #24 race car, we hope to increase product awareness which will eventually lead to consumer trial and repeat purchases for Purex Tabs."
With Purex expecting that the laundry tablet segment could comprise up to 20 percent of category sales within three years, Purex management will allocate significant efforts and resources to Purex Tabs in the future.
"Purex Tabs will naturally be co-merchandised with Purex Powders and Liquids, so it makes a lot of sense to place the new Purex Tabs logo on our race car," said Todd Gatzulis, senior brand manager -- Purex Powders and Liquids. "We have found the Indy Racing League to be a great value-based marketing platform, and we are delighted to further maximize our investment in the league in showcasing our new product, Purex Tabs, to the loyal fans of the Indy Racing League."
Besides being the "chauffeur" for the national launch of Purex Tabs, Team Purex/Dreyer & Reinbold driver Buhl might feel some added pressure from the several hundred fans from Purex and The Dial Corporation expected to attend this week's race at Phoenix International Raceway. Purex, a brand of the Dial Corporation, has its national headquarters in nearby Scottsdale, Ariz. "Our team members have been fortunate to be able to spend some valuable time the past couple of years with the great folks at The Dial Corporation," Buhl said. "We have all completed the 'Purex Product Academy' and have studied the Purex strategies very closely, which allows us to really appreciate the Purex brand. We really want to put on a great show for our friends at Dial." Team Purex/Dreyer & Reinbold Racing enters its second full year of Indy Racing Northern Light Series competition with certain momentum from the 2000 season, when the team captured its first series win and finished eighth in the final Northern Light Cup standings.