Wisk looks to put the Web in a "state of detergency"

02/14/2013 | New York Times (tiered subscription model), The

Wisk is running a series of online-only videos and interactive ads by MDC Partners' Union in Toronto that aim to convince consumers that even clothes that appear clean can be tainted with invisible sweat and body oil. The campaign is an attempt to leverage the Web to level the playing field with Tide, the market leader, which spends $107.6 million on marketing to Wisk's $3 million. An actor plays a filmmaker at the center of the ads, shot in documentary-style, declaring "a state of detergency" and asking "what about the stains that you can't see?"

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New York Times (tiered subscription model), The

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