Procter & Gamble (P&G) will break a 26-year-long tradition when it begins its first ever New Zealand brand campaign on Sunday night. P&G owns supermarket brands such as Pantene, Duracell and Gillette but had, until now, deliberately remained in the shadows of its brands.
Starting with a new Pantene brand TVC, the P&G corporate logo will appear on all television advertising, eventually including print and online, as well as point of sale. The campaign will be rolled out to other P&G brands over the next six months.
''We have been very deliberately not talking about the P&G brand for many years but now we are very deliberately talking about the brand for the first time,'' Ms Carnegie said.
The campaign comes nearly two years after rival Unilever made the same move, launching signature branding on all of its marketing. Unilever says research suggests when consumers are made aware of its brand portfolio, their trust increases significantly.
According to P&G’s managing director for New Zealand, Maile Carnegie, consumers want to know more about where their favourite brands come from. “By introducing P&G to our consumers, we strengthen our affinity with them, giving them an insight into who we are and what we stand for,” explained Carnegie.
The company’s slogan “Touching lives, improving life” will accompany the logo, which, according to Carnegie, alludes 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.
“This means using our expertise in combining new technology with quality consumer insights to 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,” says Carnegie.
P&G touches the lives of about 4.4 billion people around the world with its large portfolio of brands including Gillette, Venus, Olay, Vicks, Head & Shoulders, Herbal Essences, Metamucil, and Ambi Pur.