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How PZ Cussons rediscovered its marketing chops | WARC | The Feed
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11 January 2023
How PZ Cussons rediscovered its marketing chops
Brand growth
Bath toiletries, soaps
Strategy
FMCG firm PZ Cussons has moved away from price-dependent trade marketing, to prioritise the growth of key brands and build profitability across its portfolio, a strategy that holds critical lessons for other large brands.
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