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October 14, 2019

Both Cascade and Finish Claim They Are the #1 Recommended Dishwashing Detergent Brand

Filed under: Food/Groceries,Retail — Edgar (aka MrConsumer) @ 5:53 am

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In the dishwasher detergent marketing wars, two major brands — Cascade and Finish — are each claiming they are the most recommended brand.

Cascade says it’s the #1 brand:



The fine print qualifies the claim to say that Cascade is the #1 recommended brand in North America by more dishwasher brands. According to a current TV commercial, those brands are KitchenAid, Maytag, Whirlpool, Kenmore, Samsung, Electrolux, and Frigidaire.

Finish says it is the world’s #1 recommended brand:

Finish front panel


The detailed fine print, which only appears on the back of the package, says that “more dishwasher brands recommend Finish products worldwide than any other brand.” Presumably, Finish has more than seven international brands that recommend it.

Both brands qualify their claim even further with the following phrase:


co-marketing disclaimer

What exactly is this co-marketing agreement that both brands mention. It sure sounds like they each made a deal with dishwasher manufacturers to promote each others’ brands. We asked both P&G (Cascade’s maker) and Reckitt Benckiser (RB), Finish’s maker, to explain, and indicate if any money changed hands in return for the recommendations. RB did not respond, but a spokesperson for P&G declined to say if they pay for recommendations saying in part:

“Co-marketing agreements” are common throughout the industry, and acknowledge the relationship that is in place that allows us to collaborate, test and innovate in partnership with dishwasher manufacturers. … The typical basis for manufacturer recommendations is their testing of our products in their machines. The relationships we have with industry partners vary, and are largely based on mutual value creation, capability and technology – aimed at giving the consumer the best possible experience. Given the partnership and confidentiality agreements we have in place, we’re unable to share any specific terms of agreements.

Well, that clarifies it. Despite this, both Cascade ActionPacs (with Clorox or Oxi) and Finish Quantum and Powerballs all rank in the top six dishwasher detergents tested by Consumer Reports, with only a point or two difference in score. Kirkland Signature (pacs) from Costco ranks number one, at one-third the price of Cascade.

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  1. “We’re the best, take our word for it!”

    Comment by Shawn — October 14, 2019 @ 8:53 am
  2. Well they are trying to get your sale with some marketing mumbo jumbo that may not be 100% accurate.

    Is Consumer Reports the bible though? How did they get #1 numbers though?

    Comment by richard Ginn — October 14, 2019 @ 12:27 pm
  3. Got coupons for both with the last dishwasher we bought.

    Comment by Joe E — October 14, 2019 @ 12:32 pm
  4. As for the ‘Kirkland’ brand, who manufactures it? A lot of ‘lower’ priced products are made by the same ‘manufacturers’. They just have a different label. I used to work at a large cookie/cracker manufacturer who was ‘contracted’ to make many different kinds of cookies & crackers. Some were basically the same cookie just with different labels.

    Comment by Gert — October 14, 2019 @ 4:32 pm
  5. Yet another example of big companies doing their best to fake consumers out.

    Comment by HMC — October 14, 2019 @ 5:52 pm
  6. If you word it right you can be #1 at anything. #1 recommended brand with red ball in center . #1 brand sold in the world by stores that only sell our brand.

    As for consumer reports i think since they not only do not get anything from the companies and their members weigh in on many things that they rate then they are a reliable source of good honest facts !

    Funny thing is you research products on tge web and every site has different #1 product .

    I was researching on demand hot water heaters and looked at many review sites and each had different #1 product.

    So as with everything else buy each one, try them out and choose whats best for you. Dishwashing soap is cheap enough for tgat.

    Comment by Rich — October 14, 2019 @ 5:58 pm
  7. As is almost always true, most marketing is some form of double speak. This is particularly clever because they’re literally saying “We’re the #1 recommended brand because we paid the most North American brands to recommend us.”

    This is akin to “9 out of 10 dentists recommend…”

    Comment by Joel — October 16, 2019 @ 10:00 am
  8. Just a reminder to everyone that being “#1” is legally a meaningless term. Just like “best”. To use an Internet Service Provider as an example, when they claim have the best connection it doesn’t mean anything. Fastest, most reliable, fewest dropped connections… they aren’t claiming any of this. But if they claim “fastest connection”, then it’s legally measurable.

    Comment by Pierre — October 18, 2019 @ 10:25 am

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