Procter & Gamble: 175 Years With New Focus On Brand Heritage
Media release; 28 February, 2013
Procter & Gamble Celebrates 175 Years With New Focus On Brand Heritage
With an enviable consumer base of more than 4.6 billion people around the world, Procter & Gamble (P&G) celebrates 175 years of business this year, securing its position as one of the oldest companies in the world.
In recognition of this significant milestone, P&G has announced plans to invest its corporate marketing efforts in a new campaign designed to engage consumers with the history of some of its most well-known brands.
The dedicated PR campaign will be a natural evolution of the corporate brand campaign, which began in Australasia in 2011 and continued with the hugely successful global Olympic sponsorship and 'Thank You Mum' program in 2012. The campaign is set to coincide with an extension of the P&G brand tagging across product TV advertising, in-store POS and print advertising.
Since introducing the P&G brand to Australasia, P&G brand awareness has increased 25 per cent, assisted largely by the success of the integrated campaign for London 2012 which involved athlete sponsorships, mums of athletes being sponsored, an award-winning TVC and a hard-working social and digital campaign.
The P&G 175th anniversary campaign aims to highlight the history of the company in New Zealand and around the world through iconic brand stories from Olay, which was first created by Graham Wulff for his wife Dinah in 1952, through to Pantene which was developed with pro-vitamin B5, an ingredient discovered while treating burn victims of WWII.
From a local perspective, P&G has been a part of New Zealand life since 1985 following the world-wide takeover of Richardson-Vicks.
P&G Managing Director for Australia and New Zealand, Maile Carnegie, says "P&G's success comes back to our unified focus and commitment to improving consumers' everyday lives.
When the products you offer to people are trusted; they are trusted to deliver on their promises, trusted to consistently offer innovation and great value. Then as a company, P&G is rewarded with wonderfully loyal consumers as we have been for 27 years in New Zealand and for 175 years around the world," says Carnegie.
The P&G 175th anniversary campaign will run for 12 months.