P&G launches first corporate ad offensive in Australia

Procter & Gamble has launched its first corporate ad offensive in Ausralia to mount a defence against supermarket own-label brands.

The P&G logo, with the new slogan ‘touching lives, improving life’, will appear in TV ads for all of the consumer goods giant’s products, beginning with a Pantene campaign set to break on Sunday.

There are plans to extend the initiative through print, online and point of sale over the next six months.

This is the first time P&G has put serious marketing dollars behind its own brand since launching in Australia 26 years ago.