Dusseldorf-headquartered consumer products giant Henkel is not a name that springs automatically to the lips of consumers worldwide – even though they buy its products in their billions.

The German giant is behind such global brands as Schwarzkopf haircare, Loctite adhesives and Persil washing powder (other than in the UK where the name is owned by Unilever).

Such lack of awareness is par for the course among western advertisers who prefer to focus on individual rather than corporate branding. There are few occidental corporate names [car manufacturers excepted] that rank in consumers’ minds along the likes of Sony, Nintendo and Seiko.

Does Henkel -- A Brand like a Friend grab you?

It will if the German giant has its way. That tagline together with Henkel’s corporate logo has started to appear on its consumer brand advertising, while the phrase ‘Quality from Henkel’ will adorn the packaging of its detergent, cleanser, consumer glues and technology products.

The exception – for the time being at least – is Schwarzkopf whose packs will state ‘Quality from Schwarzkopf’, although insiders expect the Henkel name will eventually be added.

The company is reportedly brainstorming an international campaign in support of the new branding initiative with roster shops BBDO Worldwide, DDB Worldwide, TBWA Worldwide and BMZ.

Henkel’s business is organized in four business sectors operating worldwide: Laundry & Home Care, Cosmetics/Toiletries, Consumer and Craftsmen Adhesives and Henkel Technologies.

Data sourced from: AdAgeGlobal.com; additional content by WARC staff