Procter & Gamble launches own corporate branding in Australia, NZ

The company plans to use its corporate logo (pictured) and the tagline 'Touching lives, improving life' on all marketing materials for brands such as Pantene, Herbal Essences, Gilette, and Head and Shoulders in both Australia and New Zealand.

The FMCG giant says it wants to build consumer awareness of its own corporate identity, highlighting it as the company behind a significant number of brands that consumers see regularly at their supermarkets.

The new corporate-level branding will begin with a new campaign for Pantene hair care products, which will roll out in both markets on 13 November. The TVC 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.

P&G branding will also be a part of other brand campaigns being rolled out 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. New dish-care entrant brand Fairy will also feature the branding as it is launched in Australia only.

Maile Carnegie, P&G's managing director for Australia and New Zealand, says 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 works 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).