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P&G launches first UK campaign promoting corporate brand

Procter & Gamble (P&G) is to bring its corporate brand to the fore for the first time in the UK in its latest campaign.

P&G: launch corporate brand ads in North America around Vancouver Games

P&G: launch corporate brand ads in North America around Vancouver Games

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The activity, which goes live next week, will run for the next 18 months, leading up to the London 2012 Olympic Games. It is expected to feature P&G's portfolio of laundry brands, which includes Ariel, Daz and Fairy, as well as shaving brand Gillette.

The heavyweight drive, which has been created by Wieden & Kennedy, is under-stood to be based on a similar P&G campaign launched in the US and Canada ahead of the Vancouver 2010 Winter Olympic Games.

The push, entitled 'Kids', included a TV ad showing P&G and Olympic logos alongside each other, with the strapline 'P&G, proud sponsor of moms'.

'Now is a good time for corporate branding because people are interested in where brands come from, who is behind them, and whether the company is an upstanding one,' said Irwin Lee, P&G vice-president and general manager, UK and Ireland.

P&G rival Unilever has been using its corporate logo in consumer advertising since 2009.

P&G declined to comment on details of the campaign.

This article was first published on marketingmagazine.co.uk

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