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.
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