P&G launches first corporate ad offensive in Australia
Procter & Gamble has launched its first corporate ad offensive in Ausralia to mount a defence against supermarket own-label brands.
The P&G logo, with the new slogan ‘touching lives, improving life’, will appear in TV ads for all of the consumer goods giant’s products, beginning with a Pantene campaign set to break on Sunday.
There are plans to extend the initiative through print, online and point of sale over the next six months.
This is the first time P&G has put serious marketing dollars behind its own brand since launching in Australia 26 years ago.
P&G’s MD for Australia and New Zealand, Maile Carnegie, said: “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.”
Carnegie added: “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 bring better products to market and making everything, from shaving through to washing dishes or caring for your hair, a little easier and a little more enjoyable.”
P&G’s Herbal Essences and SK-II brands are handled by Leo Burnett Sydney, Pantene by Grey Melbourne, Olay by Saatchi & Saatchi Sydney and Gillette by Clemenger BBDO.
