Electrasol is now....Finish!

[~sudsshane]

I was picking up a few things at the supermarket today and noticed Reckitt Benckiser has changed the name of Electrasol Automatic dishwasher detergent to Finish.
My grandmother was a big fan of Finish and I remember that wonderful chlorine clean scent whenever she would run the dishwasher.

What's odd is Electrasol is a very popular and established brand here in the states. I wonder if it makes good business sense for Reckitt to change names.

Has anyone seen this???

 

[~sudsshane]

Finish

pic

View attachment 5-21-2008-17-55-26--~sudsshane.jpg

 

[toggleswitch]

How odd. I liked both of those better than Cascade.

 

[spoodles]

How odd - a US brand changing its name to the UK name.

It's usually the other way round!

 

[oldhouseman]

welcome to

the global economy. What better way to mix things up and get people in more than one country to recognize a market item.

 

[maytagbear]

However,

I distinctly remember Finish brand dishwasher powder from the 70s (when we finally got our first machine.....) It worked, but I preferred Calgonite, and Ma preferred Cascade. (My sister rarely loaded/ran the dishwasher, so she had no opinion then. She's a Cascade/Target gal now.)

The "global branding" theory makes sense, but I am not pleased with it.

Lawrence/Maytagbear

 

[toggleswitch]

Wal-Mart brand DW detergent is FABOO and inexpensive. Thank you GadgetGary for turning me onto it.

 

[gadgetgary]

It was my pleasure

TYVM

For the uninformed, here it is:

 

[peteski50]

Finish!

I remember finish. It used to be called Big Load Finish. It did a real decent job. Why did they stop making it here? I used to like calgonite also! Why did that go away. But I think cascade has always been the top one. I currently use cascade powder now. I never cared for Electrasol because many years ago we tried it in my aunts Frigidaire and the dishes tasted like soap after the fact. I should give it another shot. I wish they would bring back the calgonite!
Peter

 

[supersuds]

Yep, they were running ads on TV today saying Electrasol was now called Finish and it was was the diamond standard for clean, or some such.

Electrasol may not have that high of a name recognition. Recently I was mentioning to a couple of people that my favorite DW detergent was Electrasol gelpacs (the blue ones, love the scent) and they claimed never to have heard of Electrasol. Maybe it sounds too industrial by today's standards.

I still think that most of these brand repositioning things are made up by marketing departments to justify their existence.

 

[mrcleanjeans]

Calgonite was IMHO the BEST detergent EVER!

 

[whitekingd]

Everytime I have used Electrasol, about 25% of my dishes do not come out clean. If I use Cascade, or the Safeway brand, I rarely have a dish that doesn't come out clean. Is it just me?

 

[MrX]

A lot of it comes down to economies of scale in advertising too. If you have several sub-brands to push which are actually the same product with different labels it can be very expensive to produce different ads for every market.

Finish is very well marketed in the UK and I would suspect you'll start seeing the UK/Ireland market ads tweaked for US Television i.e. re-voiced.

It possibly makes more sense for them to have a single branding strategy in all English speaking markets.

 

[aussie-plugs]

Finish doesn't end in the UK ...

We've had Finish here in Australia since mid-70's, when my Mum got her first machine. I think it wss even manufactured here (or in New Zealand? I'm not sure why) at some point. My first machine (1979) was German made and came with a sample pack of Finish. Our supermarket shelves are stocked almost entirely with Finish - you really don't have a choice, despite a different brand ("Morning Fresh", by Cussons, another international manufacturer) doing a far better job of cleaning in my experience.

The picture is lifted from a web site. Although Finish is shown in a bottle, it comes in powders, "Power Ball" tablets, and probably any number of other varieties.

As somebody said earlier, the Global Economy.

 

[gorenje]

Hi to all, here in Slovenia the product is named Calgonit. The funny thing is that you can also buy the Finish from Italy and is obvious that is the same product although the different price.
Sincerely I like different names for the same thing, it's not so boring (like Unilever's OMO, PERSIL, SKIP, WISK)

 

[spoodles]

I noticed on the US Finish website they now have identical TV ads for "the diamond standard" too - the voiceover is by the same English woman too. www.finishdishwashing.com

The site looks identical to the UK site - although the US seems to have far fewer products than we do.
www.finish.co.uk

 

[spoodles]

UK Finish tablets always have "Finish" "Calgonit" and "Neophos" logos on the tablet wrappers - saves them printing 3 different types I guess! I wonder if those other names will become Finish too - maybe Finish doesn't work as a name in other Euro countries.

 

[laundryshark]

Finish Dishwashing Detergent

...As confirmed through the updated Website.--Laundry Shark

Finish® US: Solutions for the full cycle

Explore the #1 Dishwasher Recommended Finish - to obtain the ultimate dishwashing experience. L

www.finishdishwashing.com

 

[laundryshark]

...Same Goes for Jet-Dry®

Also part of the Finish product line. Again, visit the finishdishwashing.com Website.--Laundry Shark