Will All-in-One Products End Their Reign?†

With Nothing Left to Add on, and 'Total' Items That Are Not All That, Marketers May Go Back to Single-Benefit Claims

Advertising Age, September 15, 2008 — When Procter & Gamble co. launched Tide Total Care and Downy Total Care in July, it sure sounded like laundry products had reached the end of their evolution, as it were. If these products did it all, what more could possibly be accomplished?