Americans like to pour their own laundry detergent, but Dial plans to launch Purex Complete, a “3-in-1” laundry sheet embedded with detergent, fabric softener, and antistatic agents and in an easy to use container. Only about 50 percent of consumers currently use softener and antistatic agents (laundry additives). Dial will spend $50 million marketing Purex Complete.

The Wall Street Journal, April 28, 2009 Why create a new laundry detergent when there are so many? What “new spin” would you stress in the marketing campaign?