In-House Advertising For Secret Shows New Model For Marketing P&G Brands
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Unlike others in the industry, and arguably P&G in recent memory, P&G brands are putting growth before good in the “virtuous circle” equation as competitors lose sight of innovation and macroeconomic conditions worsen globally.
P&G approach to advertising for SK-II skin care drove double-digit sales growth in new users and prompted a 27% increase in searches for the line. P&G has saved $1bn from cost-cutting in ad agencies and advertising implemented over past five years, says chief brand officer Marc Pritchard.
P&G rolls out Secret with Essential Oils with aluminum zirconium tetrachlorohydrex glycine 15, retailing at more than twice price of other Secret antiperspirant/deodorant lineup items. Firm also adds "No Sweat" ad campaign for Old Spice deodorants.