P&G plots brand push in Australia

14 November 2011

SYDNEY: Procter & Gamble (P&G) is to feature its own logo on ad campaigns and packaging in Australia and New Zealand.

The new brand initiatives is the first time the FMCG firm, which has been selling goods in Australia for 26 years, has put its own name to its products in such an explicit way. 

Spots for brands owned by P&G, such as Gillette, Old Spice and Tide, have not previously mentioned the brand owner.

The strategy is similar to that pursued by P&G's FMCG rival Unilever, which prominently features its own logo on its marketing campaigns. Unilever started its global initiative in 2009.

Maile Carnegie, P&G Australia's managing director, said: "We have been very deliberately not talking about the P&G brand for many years but now we are very deliberately talking about the brand for the first time."

She added: "By introducing P&G to our consumers, we are looking to strengthen our affinity with them, giving them an insight into who we are and what we stand for, while reinforcing their confidence in our brands and products."

The first ad campaign to feature the new P&G branding is for Pantene, a haircare brand. Spots began running on TV in Australia and New Zealand on Sunday, November 13th.

Data sourced from Campaign Asia-Pacific/Mumbrella/The Age; additional content by Warc staff