P&G Fabric & Home Care

Profile subscribers click here for full profile

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

Subscribers only: Adbrands profile
Account assignments & selected contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also

Subscribers may access the following website links:


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


Procter & Gamble

Recent stories from Adbrands Weekly Update:

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.

Adbrands Weekly Update 20th Nov 2014: Procter & Gamble found a buyer for its Duracell battery business in the form of billionaire investor Warren Buffett. He has agreed to take over the standalone business from P&G for a net value of around $2.9bn. The deal is to be structured as a slightly unconventional but highly tax-efficient asset swap. Buffett's Berkshire Hathaway holding company already holds a shareholding in P&G, which it inherited when the packaged goods giant engulfed Gillette - a longtime Buffett favourite - for stock. It will surrender these shares, worth $4.7bn at current prices, back to P&G, which will in return inject $1.8bn in cash into the Duracell Company as a parting dowry. As a result, both companies avoid a sizeable tax penalty that would have been generated by a straight sale of assets. However some investors flagged up the deal as a vote of no confidence by Buffett in P&G itself, in that he would rather own a small maker of alkaline batteries than have shares in the world's biggest, but slightly challenged, packaged goods giant.

Subscribe to Adbrands.net to access the full profile and account assignments

All rights reserved © Mind Advertising Ltd 1998-2019