Unilever, P&G tie up with major brands in Brazil

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RIO DE JANEIRO--In separate efforts, Unilever and Procter & Gamble Co. are launching joint marketing promotionswith major clothing and appliance brands in an effort to boost sales of their detergents in Brazil.

Omo, Lever's top branded product and currently market leader in the soap market, is running a $2.1 million TV campaign withglobal clothing marketer Benetton. The commercial was created by Ammirati Puris Lintas, Sao Paulo.

Meanwhile, P&G's Ariel is appearing in an Electrolux print ad for washing machines. Called "Ariel Frontal," the ad, created by Salles DMB&B, is running in magazines such as Marie Claire, Claudia, Veja and Caras. The ad shows Ariel about to be poured into the machine and carries the copy: "To Electrolux, this is a glass of French champagne."

Ariel is also appearing in a campaign for Lee demonstrating both the durability of the jeans brand and Ariel's capacity for removing stains. The ad appears in the August and September editions of magazines Veja, Manequim, Criativa, Nova, Contigo and Caras.

Ariel was launched last April in the Southeast and West Central regions of the country, in a direct challenge to Omo.

The tie-up with major brands is also spilling into special promotions. P&G, for instance, is offering special cash prizes to Ariel consumers and also Electrolux refrigerators, stoves, washing machines and microwave ovens.

Lever is also linking with publisher Editora Abril. The companies have produced a joint booklet aimed at housewives explaining how to use each of the 12 products under the Brilhante soap powder brand.

The booklet will be distributed through Abril's magazines Claudia and Manequim. It will also contain instructions on how to take part in a promotion for a chance to win diamond rings. Copyright July 1999, Crain Communications Inc.

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