P&G increases brand awareness by adding logo to labels

  • Advertising
  • November 10, 2011
  • Cath Winks
P&G increases brand awareness by adding logo to labels

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.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit