The globe's mightiest advertiser, Procter & Gamble, is marginally less mighty in South East Asia - at least so far as laundry products are concerned.

This situation was remedied on Wednesday with the purchase from Colgate-Palmolive of four regional detergent brands - Fab, Trojan, Dynamo and Paic - distributed in Hong Kong, Singapore, Thailand and Malaysia. They supplement P&G's two extant brands in the region, Ariel and Tide.

Euromonitor International reports that in 2004, P&G commanded a meager 2.1% share of the Singapore market; 0.3 % in Thailand; 0.3 % in Malaysia; and 1.2% in Hong Kong.

In that year the Fab brand alone would have added a further 10.8% to P&G's slice of the Singapore market, 7.6% in Thailand, 12.2% in Malaysia and 11.3% in Hong Kong.

Enthuses a P&G spokeswoman in Singapore: "Adding [the brands] to our South East Asia laundry business is consistent with the company's strategy to focus on the fabric-care category and strengthen P&G's position in the region. [They] are very strong in Malaysia and Singapore, and have market leadership status," she added.

Despite her brio, the spokeswoman was unable to reveal the number of dollars that changed hands over the deal.

Data sourced from Wall Street Journal Online; additional content by WARC staff