Procter & Gamble is feeling less than certain about its apparently declining Sure deodorant brand and is reportedly seeking a buyer.

The brand's sales fell 8% to $37.8 million (€29.6m; £20m) million in the year ended July 16, according to Information Resources. Analysts believe disposing of Sure could net P&G up to $100m.

The product is marketed in the portfolio led by Secret, Old Spice and Tag. The company has given Sure relatively strong advertising support in recent years, with $21.7 million in outlays last year, according to TNS Media Intelligence.

Industry watchers believe German rival Henkel, which bought Gillette brands Right Guard, Soft & Dri and Dry Idea following the merger with P&G [WAMN: 04-Oct-05], could be interested in Sure, together with Colgate-Palmolive and Kao Brand among others.

All parties, however, remain zip-lipped.

Data sourced from AdAge (USA); additional content by WARC staff