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FIRST TECHNOLOGICALLY ADVANCED CONCENTRATED LIQUID LAUNDRY DETERGENTS INTRODUCED

                 -- Lever Brothers' "Double Power" Wisk
              To Revolutionize How Americans Do Laundry --
    NEW YORK, May 25 /PRNewswire/ -- Double Power Wisk(R), recently introduced nationally by Lever Brothers Company, represents the first true technological advance in liquid laundry detergents in 40 years. This new product offers consumers an unbeatable stain-removing formulation in the most concentrated form available; a detergent that cleans better than before using half the liquid.  Each Double Power Wisk bottle contains the same number of wash loads as the conventional bottle, which was twice its size.  The visible difference is a thick, rich formulation packed with double the cleaning power, so consumers need to use only half the liquid to clean more kinds of stains better than ever before.
    Wisk has been completely reformulated using a patented technology called "structured liquids," a scientific breakthrough which has allowed Lever to create the most concentrated, premium performance liquid detergent.  The result is an easy-to-carry liquid detergent that cleans better than ever with half the dose.
    "Lever's Double Power Wisk signals the arrival of the next generation of liquid detergents," said Greg Creed, Lever category manager.  "Double Power Wisk is concentrated with more active cleaning power than its original formulation."
    So, Double Power Wisk is a significantly improved detergent that uses 30 percent less packaging than original Wisk.
    Concentrating On Liquid Technology
    Lever tapped into advanced technology to improve significantly Wisk's performance while, at the same time, creating the most concentrated liquid detergent available.  Historically, liquid detergents have been simple mixtures of active cleaning ingredients and water.  Although concentration can be achieved by removing water, this process has its limits -- and, it does not enhance cleaning performance. When too much water is removed, the active ingredients clump together in an unusable mess -- a process known as phase separation.  When this occurs, cleaning agents and water separate -- much like oil and water.
    To avoid phase separation from occurring, Lever spent three years researching and developing its proprietary structured liquid technology. By reformulating the product, active cleaning ingredients in Double Power Wisk are now structured into microscopic spheres of cleaning power, surrounded by small amounts of water.  A special, patented ingredient has been added to prevent the spheres from sticking together. The result is a detergent which cleans better using half the liquid.
    "To better understand the technology, imagine a beaker filled to the top with tiny marbles that take up nearly all the available space," explains Senior Group Leader Barbara Bory at Lever Brothers Formulations Development division.  "The marbles represent the spheres of structured, active cleaning ingredients.  What little space remains is taken up by water.  The resulting opaque liquid is literally thick with double the active cleaning power, so the product cleans better than before," she continues.
    Lever Brothers Restructures Its Liquid Detergent Line
    In an effort to provide consumers with the best liquid detergents available, Lever Brothers Company has reshaped its entire liquid detergent portfolio, creating Double Power Wisk(R), Double Power Surf(R), and Double Power `all'(R).  Lever has also introduced Double Power Wisk(R) Free, completely free of perfumes and dyes with the same stain-fighting power as Double Power Wisk.  Double Power Surf has improved odor-removing performance, completely eliminating odors from dirty cloths; Double Power `all' and Double Power`all'(R) free clear (free of perfumes, clear of dyes) are now even more effective at pre- treating stains and continue to offer consumers the cleaning performance they have come to trust.
    "Our breakthrough structured liquid technology offers consumers a superior product," remarks Creed.  "We have significantly increased product performance of Wisk, Surf and `all' and have created a line of liquid laundry detergents that are easy for consumers to store, pour and carry."
    Environmental Advances In The Laundry Aisle
    Through patented "structured liquid" technology, Lever Brothers Company has created the most concentrated liquid laundry detergents on supermarket shelves.  With improved stain-fighting power in half the liquid, Double Power Wisk, Double Power Surf and Double Power `all' bottles use less packaging than their original formulations and offer consumers better cleaning than ever before:
    -- Double Power Wisk, Surf and `all' bottles use at least 30 percent less packaging than before;
    -- Double Power Wisk, Surf and `all' bottles are made with at least 25 percent post-consumer recycled plastic;
    -- All Lever liquid detergent brands will be available in a natural high-density polyethylene (HDPE), 26-ounce refill pack, made from at least 50 percent post-consumer recycled plastic.  Consumers can now reuse the original bottle, which means they have less trash to throw away.
    Double Power Wisk, Double Power Surf and Double Power `all' will be available in supermarkets and retail outlets nationwide in May.
    Lever Brothers Company is a leading consumer household product company headquartered in New York.  The company operates manufacturing facilities in Baltimore; Cartersville, GA; Hammond, IN; Los Angeles; and St. Louis.
    -0-                         5/25/93
    /CONTACT:  Andi Zales, 212-536-8847, or Linda Zurheide, 212-536-8776, both of Ketchum Public Relations, for Lever Brothers Company/


CO: Lever Brothers The British manufacturer Lever Brothers was founded in 1885 by William Hesketh Lever and his brother, James.

In 1885 they bought a small soap works in Warrington. Using glycerin and vegetable oils such as palm oil, rather than tallow, to manufacture soap, they produced a
 Company ST: New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of
 IN: HOU SU: PDT PDT
abbr.
Pacific Daylight Time


PDT Pacific Daylight Time

PDT n abbr (US) (= Pacific Daylight Time) → hora de verano del PacĂ­fico

PDT 
 

LD -- NY009 -- 2031 05/25/93 09:31 EDT EDT
abbr.
Eastern Daylight Time


EDT Eastern Daylight Time

EDT n abbr (US) (= Eastern Daylight Time) → hora de verano de Nueva York

EDT 
 
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:May 25, 1993
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