fb

Does your mum know about Procter & Gamble and does she trust them?

Procter & Gamble is one of the world’s biggest advertisers but it was only last month that they started promoting their own corporate brand in the UK.

P&G is the company behind numerous household brands including well known names such as Ariel, Duracell, Gillette, Pampers and Olay. Last year it reportedly spent nearly £190 million in the UK alone on advertising these brands.

Interestingly however, they didn’t advertise their corporate brand of P&G in the UK.

This changed last month though when they started their “proud sponsor of mums” advertising campaign on Mother’s Day Weekend.

The TV and print campaign saw P&G communicating for the first time that it is the company behind all those famous brands.

P&G is a truly global company with worldwide sales in 2010 of $79 billion. Over 4 billion people in more than 180 countries around the world use their products.

So why the change to highlight the corporate brand of P&G rather than stick to advertising the household product brands?

It’s a clever move and is tied in with P&G’s sponsorship of the London 2012 Olympics as well as subsequent Olympics up to 2020.

The aim is to create awareness of the brands owned by P&G in the hope of spreading consumer trust across all their brands. The idea is that if a consumer trusts and values one particular brand, once they realise that another product is a “sister P&G brand” they will hopefully be more likely to buy that other product.

In simple terms, the hope for P&G is that this increased trust of the brands under the corporate umbrella brand of P&G will result in increased sales of all their products.

P&G’s first advert in the UK for their corporate brand is shown below and is really rather nice. It seems to go for the emotional angle and in fact may be so emotional that some people will be reaching for their Kleenex tissues to wipe the tears away.

In fact, it’s probably best not to reach for the Kleenex tissues though as I think they are a brand of Kimberly-Clarke as opposed to P&G.

If you found this item interesting you may also like:

Share this entry

Recent articles

View All Articles
PwC Australia and the “Rule of Three”
Sep 21, 2023
Title
PwC Australia and the “Rule of Three”
Excerpt

As the future business leaders of tomorrow, it’s crucial for students to stay updated on key developments in […]

CIMA VS ACCA: which is best for you? (and what about CMA?)
Sep 15, 2023
Title
CIMA VS ACCA: which is best for you? (and what about CMA?)
Excerpt

When it comes to a career in accounting or finance, deciding which professional qualification to pursue can be […]

How’s your lipstick?
Sep 12, 2023
Title
How’s your lipstick?
Excerpt

In the world of business, understanding consumer behavior is crucial. The “lipstick effect” offers a fascinating glimpse into […]

How an online Certified Management Accountant (CMA) course can advance your career.
Sep 05, 2023
Title
How an online Certified Management Accountant (CMA) course can advance your career.
Excerpt

In today’s fast-paced and competitive business world, professionals are constantly looking for ways to differentiate themselves and advance […]

Waiting for your ACCA exam results…
Sep 01, 2023
Title
Waiting for your ACCA exam results…
Excerpt

Waiting for the results of your ACCA exams can be an incredibly stressful time. The uncertainty, the anticipation, […]

APM vs AFM ACCA: which path suits your career goals?
Aug 30, 2023
Title
APM vs AFM ACCA: which path suits your career goals?
Excerpt

“Which is easier – Advanced Performance Management (APM) or Advanced Financial Management (AFM)?”

ROI: how enrolling employees on ACCA courses will yield long-term business success
Aug 18, 2023
Title
ROI: how enrolling employees on ACCA courses will yield long-term business success
Excerpt

The Association of Chartered Certified Accountants (ACCA) is one of the most respected global accounting qualifications. Organisations across […]

Would Michael Porter sleep in this bed?
Aug 14, 2023
Title
Would Michael Porter sleep in this bed?
Excerpt

Management theories play a significant role in guiding corporate strategy. And when it comes to strategy and management […]