Germany is one of Procter & Gamble's biggest global territories after the US, but one of the few developed markets where the group does not hold the #1 position in fabric care. Instead it sits behind local leader Henkel, also a key rival in haircare. In addition to its main international products, P&G still markets a few well-known home-grown brands in Germany. Perhaps the most significant is Blend-a-med toothpaste, first introduced by Blendax in 1951 and later acquired by P&G. The Blend-a-med name was retained, but this is in most other respects now Crest or Oral-B, with a similar range of product variants. In other local differences, Olay is still marketed here as Olaz, Vicks as Wick and Mr Clean as Meister Proper. The biggest change to P&G Germany in recent years was the acquisition in 2003 of haircare company Wella and its fragrance division Cosmopolitan Cosmetics. Another German brand, Braun, joined the group as a result of the purchase of Gillette in 2005. However the Wella deal was later unpicked with the sale of those acquired brands to Coty and Braun too may not ultimately survive P&G's down-sizing strategy. Several other German brands have also been bought and sold over the years or merged into P&G's international brands. In 2018, the group agreed to buy the consumer healthcare division of Merck Group, with brands including Femibion, Nasivin and Seven Seas. Franz-Olaf Kallerhoff is CEO of P&G Germany, as well as Austria and Switzerland. P&G established an office in Germany for the first time in 1960. Previously the group had maintained a wary non-competitive truce with local giant Henkel, and in the 1930s the two companies had actually cooperated in the development of synthetic detergents. As the West German economy boomed in the 1950s, the temptation was eventually too much for P&G to resist. It terminated its pact with Henkel and appointed local company Rei-Werke as its direct sales agent. Fairy dish detergent was launch in 1962. Three years later P&G took full control of Rei-Werke. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Who are the competitors of P&G in Germany? See ranking of Leading Advertisers in Germany
Capsule checked 21st February 2018
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