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Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

This Company Profile from Euromonitor provides key details and analysis of Pfizer Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the pharmaceuticals market.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, the owner of brands such as Top, Look, Softlan and Charmy.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway Corp. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

Research Paper

This paper explains research conducted to examine the effectiveness of high impact display advertising on key branding metrics and consumer engagement with brands beyond the initial ad experience.

Article

This article discusses how large FMCG companies can regain market share in a US market transformed by recession and innovation.

News

NEW YORK: Brand owners like Procter & Gamble, Sun Products and Henkel are all competing in a new section of the laundry market, in a test case for whether a "first mover" advantage pays off.

Article

This paper provides an overview of the global soaps and detergents industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

News

NEW YORK: Companies such as Clorox, Procter & Gamble and Method Products are taking divergent approaches to building green brands.

Case Study

Double Duty Cat Litter was the number three brand in its category. This campaign aimed to boost share by highlighting the brand's odour neutralising properties.

News

NEW YORK: Brand owners must nurture a distinctive set of "capabilities" to succeed during the "next wave" of consolidation in the fast moving consumer goods sector, a report has argued.

News

NEW YORK: Kimberly-Clark, Walgreens and Sherwin Williams are among the companies modifying their approach to meet the needs of baby boomers.

Article

In this article, Tummler, Warc’s regular columnist, discusses the emergence of "mission-statement marketing".

News

NEW YORK: Major players in the US consumer goods market should return to growth in 2010, having suffered particularly heavily during the financial crisis, Fitch, the global ratings agency, has predicted.

Article

The presentation of Eric Ryan, co-founder of Method Products, to the ANA's 2009 Masters of Marketing annual conference is the focus of this report by Warc's U.S.

News

BENTONVILLE, Arkansas: Wal-Mart, the US retail giant, is exerting increasing pressure on brand owners to divert more of their budgets into promotions and marketing in its stores, and to help fund "co-branded" TV ads, according to reports.

Article

The use of online video generated via a competition for film students helped Trojan condoms reach its key target audience of 18-24 year olds.

Case Study

A campaign (2007) for Arm & Hammer master brand (advertiser Church & Dwight). Objectives: support the breadth of the Arm & Hammer portfolio behind a common look and feel to build and extend brand equity in a consistent way, drive sales, make Arm & Hammer baking soda solutions relevant to today’s consumer, generate greater portfolio impact.

Case Study

Tidy Cat was the established U.S. leader among cat-litter brands in the 1990s, but a new wave of product innovations claiming to enhance the odor-controlling properties of cat litter resulted in market gains for competitors while leaving Tidy Cat without any defined product advantages beyond its low price.

Case Study

Until 2001 Carter Products Division, a division of Carter-Wallace, Inc., owned the world's largest condom brand, Trojan.

News

Global consumer goods giant Procter & Gamble has completed its $57 billion (€47.27bn; £32.21bn) takeover of Gillette .

News

Global consumer goods titan Procter & Gamble is to sell off its SpinBrush division in a bid to oil the wheels of its takeover of Gillette .

News

Interpublic Group last week attempted for the second time to add to its stable of media agencies with the launch of G Media, a spinoff from the existing media operations of Avrett Free Ginsberg, a New York-based IPG shop.

News

Unilever is disposing of its North American oral care products in the latest stage of its non-core brand sell-off.