How PZ Cussons rebuilt its strategy around a brand growth wheel

FMCG firm PZ Cussons overhauled its marketing to prioritise the growth of key brands and build profitability across its portfolio. Its move away from price-dependent trade marketing holds critical lessons for other large brands.

Imperial Leather, the British soap brand, is a very good example of the predicament in which its owner PZ Cussons found itself until recently.

The brand remains very well-known, and some of its old tag lines – Imperial Leather: “release the lather” – still...

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