P&G rolls out the first corporate brand marketing campaign in Australia and New Zealand. Using its corporate logo and the tagline ‘Touching lives, improving life’ P&G will promote its corporate image on a variety of its brands.
Photo: P&G’s current tagline, a snapshot from company’s Facebook page
According to the company, it wants to build consumer awareness of its own corporate identity and point out its unique corporate image on the background of a significant number of brands that consumers see at supermarkets as well as emphasize its sustainability plans.
The new campaign will begin with a promotion of Pantene hair care products which will roll out in both markets on November 13. The TV commercial for Pantene will include the P&G logo and tagline in addition to existing branding elements for Pantene. It will be supported by print, online and point of sale marketing materials throughout Australia and New Zealand, says Campaign Asia.
P&G branding will also spread to other brand campaigns over the next six months. Brands to feature the logo and tagline will include Gillette, Venus, Olay, Vicks, Head & Shoulders, Herbal Essences, Metamucil, and Ambi Pur. Dish-care entrant brand Fairy will also feature the branding in Australia only as it is not presented in New Zealand.
According to Maile Carnegie, P&G’s managing director for Australia and New Zealand, this is the first time the company has attached its own branding to its products. «By introducing P&G to our consumers, we are looking to strengthen our affinity with them, giving them an insight in to who we are and what we stand for, while reinforcing their confidence in our brands and products,» she said.
«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.»
P&G collaborates with a range of agencies in Australia, including Leo Burnett Sydney (for the Herbal Essences and SK-II brands), Grey Melbourne (Pantene), Saatchi & Saatchi Sydney (Olay), and Clemenger BBDO (Gilette).