Nov 2011

P&G Announces First Ever New Zealand Corporate Brand Campaign

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Kiwis are set to become more familiar with where some of their favourite brands come from thanks to a new corporate brand campaign set to kick off this weekend by Procter & Gamble.


Procter & Gamble (P&G) is set to undertake its first ever corporate brand marketing campaign in New Zealand to build consumer awareness of P&G as the company behind some of New Zealand’s most well-known brands.

Commencing with a new Pantene brand TVC on Sunday, November 13, the campaign will involve placing the signature P&G corporate logo on all television advertising, with plans to expand this to include print and online, as well as point of sale and other marketing materials in New Zealand.  The campaign will be rolled out to other P&G brands over the next six months. P&G’s brands include Gillette, Venus, Olay, Vicks, Head & Shoulders, Herbal Essences, Metamucil, and Ambi Pur. This is the first time P&G has promoted its corporate brand to consumers in New Zealand since commencing local 26 years ago.

According to P&G’s Managing Director for Australia and New Zealand, Maile Carnegie, consumers are interested in knowing more about where their favourite brands come from.  “By introducing P&G to our consumers, we are looking to strengthen our affinity with them, giving them an insight into who we are and what we stand for, while reinforcing their confidence in our brands and products,” explained Carnegie.

The strategy behind P&G’s local corporate campaign is in line with other markets around the world where the support given to the parent brand has seen it become a household name.

The company’s corporate brand line “Touching Lives, Improving Life” will accompany the corporate logo, which according to Carnegie, speaks 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.

“Our growth strategy, of touching and improving more consumers’ lives in more parts of Australia and New Zealand more completely, is powered by our innovations.  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,” said Carnegie.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
P&G Announces First Ever New Zealand Corporate Brand Campaign
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