Procter & Gamble relaunches top brands to build corporate image

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LIMA -- U.S. multinational Procter & Gamble Co. has relaunched two of its principal detergent brands in Peru in line with its international strategy to make its brands more closely identified with the company.

The two brands, Ariel and Ace, currently hold 54% of the detergent market. Together with other, less popular brands, Procter & Gamble dominates the local market with a 73% share, translating into $120 million in earnings yearly.

But P&G believes there's room to double per capita consumption of detergent in Peru over the next few years.

"In the United States, for example, if you ask someone about a brand of detergent, they'll mention Tide. But if you ask them who produces it, they won't know," says Public Relations Director Karina Ghitis. "The company would like to change this."

Advertising for both Ariel and Ace is through Grey International.

Copyright July 1998, Crain Communications Inc.

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