Procter & Gamble announces first ever Australian corporate brand marketing campaign
Procter & Gamble (P&G) is set to undertake its first ever corporate brand marketing campaign in Australia to build consumer awareness of P&G as the company behind some of Australia’s most well known brands.
Commencing with a new Pantene brand TVC on Sunday 13 November, the campaign will involve placing the signature P&G corporate logo on all television advertising, with plans to expand this to include print and online as well as point of sale and other marketing materials in Australia.
The campaign will be rolled out to other P&G brands over the next six months. P&G’s brands include Gillette, Venus, Olay, Vicks, Head & Shoulders, Herbal Essences, Metamucil, Ambi Pur and new dish-care entrant, Fairy.
This is the first time P&G has promoted its corporate brand to consumers in Australia since commencing local operations 26 years ago.
According to Maile Carnegie, P&G’s managing director for Australia and New Zealand, consumers are interested in knowing more about where their favourite brands come
from.
Says Carnegie: “By introducing P&G to our consumers, we are looking to strengthen our affinity with them, giving them an insight into who we are and what we stand for, while
reinforcing their confidence in our brands and products.”
The strategy behind P&G’s local corporate campaign is in line with other markets
around the world where the support given to the parent brand has seen it become a
household name.
The company’s corporate brand line “Touching Lives, Improving Life” will accompany
the corporate logo, which according to Carnegie, speaks to P&G’s purpose of touching
and improving the lives of consumers through both innovation and a commitment to
environmental sustainability and social responsibility.
Carnegie continued: “Our growth strategy, of touching and improving more consumers’ lives in more parts of Australia and New Zealand more completely, is powered by our innovations. This means using our expertise in combining new technology with quality consumer insights
2 Comments
“According to Maile Carnegie, P&G’s managing director for Australia and New Zealand, consumers are interested in knowing more about where their favourite brands come from. ”
No we’re not.
I’m sick of this fascination with average straplines, marketing types seem to think the readers read the strapline and go “hey that’s what they stand for, lets buy it” which is bollocks.
Yes some straplines are great and work well, but most are just there because it’s the ‘done’ thing, example Canon.
P&G is all about buying companies and hiding behind the illusion that they’re not the multibillion dollar monster behind these ‘smaller’ companies.