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Dial: Larger Caps Mean More Purex Sales

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By: TOM BRANNA

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Flavor, scent and price are all variables that consumer product makers juggle to sell their wares, and now there’s another one–the size of the cap on a bottle of laundry detergent.Over the next two years, Dial Corp., Scottsdale, AZ, said it plans to increase the size of the caps on its Purex bottles to 5.5-oz., hoping to encourage consumers who measure detergent by the capful to use more, according to Greg Tipsford, senior vice president, laundry care. The company currently has 3.5-o...

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