P&G Fabric & Home Care

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P&G Fabric & Home Care is the business unit within Procter & Gamble which manages the group's substantial portfolio of detergents and household cleaning and care products. Several of the group's biggest global brands are housed here, including detergent megabrands Tide and Ariel, as well as Downy, Dawn and Gain, each of which reports sales of $1bn a year or more. The unit has been swelled further by a series of restructurings and acquisitions. Duracell batteries, acquired as part of Gillette, were added in the late 2000s, but were finally sold in 2016. See also:

Selected P&G Fabric & Home Care advertising

Which agencies handle advertising for Procter & Gamble? Find out more from Adbrands Account Assignments

Who competes with Procter & Gamble? See Household Care Sector for other companies

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Brands

Charmin Era
Pampers Puffs
Dawn Bounce
Febreze Downy
Bold Cheer
Mr Clean Gain
Cascade Swiffer
Bounty Luvs
Dreft Daz

Parent

Procter & Gamble

Recent stories from Adbrands Update:

Adbrands Weekly Update 9th Jul 2019: P&G is widening the rollout of its revolutionary new insecticide Zevo, which has been testing online and in selected US outlets since last year. Not only is this P&G's first entry into a category dominated globally by SC Johnson, but it is also the packaged giant's first completely new launch since Febreze and Swiffer two decades ago. The product is revolutionary because, unlike any existing insecticides, Zevo in spray form uses natural chemicals that only target bugs, and are entirely safe for humans and pets. A separate insect trap product, also sold under the Zevo name, attracts bugs into a sticky cartridge with ultraviolet light. Zevo is the first launch from P&G Ventures, a four-year-old incubator unit designed to test and develop new ideas. In the US, currently the only country where Zevo is being sold, SC Johnson's Raid has almost half the local market.

Adbrands Weekly Update 25th Feb 2016: P&G continued to consolidate marketing irresponsibilities for its various brands along portfolio lines. In the latest such move, it consolidated creative duties for all its various dish detergent products into the Publicis Worldwide network, which already handles Dawn and Cascade in North America. As a result, creative for Fairy dish detergent in Europe (where it is also known as Yes) is also moving to Publicis, from longtime incumbent Grey, along with Magistral, Salvo and other dish washing brands around the globe.

Adbrands Weekly Update 27th Aug 2015: The Russian government stepped up its retaliatory measures against Western manufacturers, in a further escalation of the tit-for-tat exchange of sanctions and counter-sanctions prompted by President Putin's interference in the Ukraine. Following on from its earlier ban on the import of selected foods from the US and Europe, Russia's Consumer Protection Agency has now ordered the removal from sale of laundry detergents and related products made by Procter & Gamble, Colgate-Palmolive, Henkel of Germany and others, claiming they contain toxic materials that may pose a health risk to consumers. The manufacturers in question have kept their counsel following that move, saying only that they are attempting to work with the authorities to resolve the situation.

Adbrands Weekly Update 20th Aug 2015: Ads of the Week "Lovely Skirt". A special award is owed to whichever researcher trawled the archives on behalf of Grey Germany for this new pan-Euro campaign for P&G's Lenor. And also the editor who stitched the results together in such an entertaining fashion. Four separate ads celebrate different items of clothing which can be enhanced by the fabric softener in question. This one for the humble skirt is the best of the collection, with a fine selection of edits and an engaging and unusual voiceover. Is that an Icelandic accent? It's a charmer. For proof of the efficacy of good v/o talent, have a quick look (over on our Facebook page) of one of the other ads, with a considerably less interesting male voice.

Adbrands Weekly Update 19th Mar 2015: P&G's all-conquering Tide laundry detergent has a new competitor in the US. Persil is a familiar brand in Europe, where it is marketed by Unilever (in the UK and France) and by Henkel (in Germany and most other countries). Now, under the name Persil Proclean, it has arrived in the US in an exclusive partnership between Henkel and local retail behemoth Walmart, which is positioning the brand as a premium-priced competitor to Tide. That move is designed at least in part to redress the balance of power between the retailer and P&G, whose products otherwise dominate the laundry sector with as much as 60% market share. By providing a viable alternative, Walmart can regain some negotiating power with P&G over pricing and promotions.

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