It was one of the first concentrated detergents. Maybe "the" first one. Instead of a half cup or more of Tide or what have you, Fresh Start needed only one capful, plus the clear plastic bottle told you when it was time to buy more. Because only a capful was needed (similar to using Persil or Ariel today), the bottle seemed to last forever. I also liked not having to bring along a measuring cup or scoop, because the Fresh Start cap WAS the measuring device.
When I used it in the 1980s, I was still an apartment dweller and had to lug my laundry in baskets to a laundry room (with Maytag TL coin machines) in the apt complex. At least I didn't have to get in the car and go to a laundromat. It was convenient having a sealed bottle that didn't weigh a lot or take up lots of space, versus a huge box of normal powder detergent perched on top of the clothes in the basket, ready to tip over and spill.
It cleaned nicely in commercial TLs, and it smelled nice as well. Haven't seen it in years. When Costco stopped carrying it, I stopped using it.