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No More Scrub-a-Dub?

For dirty pots and pans, old-fashioned elbow grease is out. Procter & Gamble (PG) has come up with a motorized scrub brush to tackle after-meal messes. Dubbed the Dawn Power Dish Brush, the 11.5-inch gizmo is topped with rotating bristles and takes four AA batteries. The $8 brush appears on Oct. 6.

The Dish Brush comes from the same quartet of Cleveland-area entrepreneurs and inventors who dreamed up the Crest SpinBrush, now the best-seller in its class, with nearly $200 million in annual sales (see BW Online, 8/1/03, "Why P&G's Smile Is So Bright"). Dawn brand manager Ernesto Levy calls the Dish Brush "a breakthrough innovation.''

Veteran dishwashers are skeptical. Linda Cobb, author of Talking Dirty with the Queen of Clean, says buyers will tire of a gadget that has to be cleaned after the dishes are done. "It will get shoved to the back of the cupboard,'' she says. Mark Lopez, who loads the dishwashers every night at The Palm restaurant in New York, says: "I don't see why you need this.... Just press a button to use the dishwashing machine." And that's from a man who knows. By Robert Berner in Chicago

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