Finish Closes In On Cascade’s Detergent Market Leadership With Controversial Advertising

The 2010 environmentally-inspired ban imposed on dishwasher detergents containing phosphates by several states has caused some controversy, Slate reports. When manufacturers removed phosphates, consumers found that their dishes weren’t getting as clean. Into the market breach came tough competition for stalwart brand Cascade. Finish, a longtime No. 2 contender in the market, touted in its ads – albeit obliquely – the high ratings from Consumer Reports as an effective post-phosphate product. The gambit has paid off – Finish has closed the market share gap with Cascade by 10 percent – but has spurred protests from Consumer Reports, which doesn’t allow tested products to use its ratings in ads.