Brand Watch: Procter & Gamble

A recent article in The Wall Street Journal detailed declining US sales of liquid softener which has put PampampG under pressure As the owner of market leading productsamp160Downy and Gain PampampG has maintained the safety of its softeners in response to consumers39 concerns over harmful chemicals It is not only these concerns but a lack of education on the product that has led to a 15 decline in sales between 2007 and 2015 Millennials quotdon39t know what the product is forquot said Jejurikar on a call with analysts this monthTo educate the modern Millennial clothes washer PampampG and competitors have launched explanatory ad campaigns PampampG is also seeking to alter perceptions by rebranding its product as quotfabric conditionerquotWe turned to our sources at AccessConfidentialcom for a look into marketing budgets for fabric softeners aka conditionersIn 2015 Downy just about doubled Gain39s total media spend of 35MMamp160amp160 Snuggle owned by The Sun Products Corporation allocated over 40 of its media budget to cable television in 2015 Despite the press attention to increased marketing efforts Gain decreased its media budgets significantly from 2014 to 2015 Will PampampG iron out the wrinkles and tap into the Millennial market How will 2016 and 2017 budgets reflect new priorities for the CPG categoryGet profiles on 30K advertisers and find the contact information for the decision makers you need to reach at AccessConfidentialcomClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Brand Watch: Procter & Gamble

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Brand Watch: Procter & Gamble

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