Brand blending: Procter & Giant combines its Olay and Max Factor brands

LONDON - Packaged-goods giant Proctor & Gamble recently launched its Total Effects Touch of Foundation skincare range, which consists of both its Olay moisturiser brand as well as its Max Factor foundation brand.

Combining two well-known brands in one product is common in the food and drink sector. Diageo teams up with Ocean Spray to offer pre-mixed canned drink Smirnoff Vodka and Ocean Spray Cranberry Juice. It also partners with Schweppes for its Gordon's gin with tonic pre-mixed canned drink.

However, combining skincare brands is less common.

A TV campaign for P&G's Touch of Foundation product recently broke in the UK on the heels of P&G's multibrand UK TV campaign, a first for the domestic market, which ran in May.

The campaign, entitled the ‘Max Factor Makeover Break', took the form of a 'real-life' makeover show. It consisted of three 90-second spots shown over consecutive ad breaks.

It simultaneously promoted a host of P&G personal care products including Max Factor cosmetics and Olay skincare ranges.

The ads, by 4Creative, showed a consumer called Lesley being made over by experts using a range of P&G beauty and grooming products.

Andy Lear, head of planning at ad agency Publicis London, believes the campaign worked as there was clear evidence of the benefit of grouping products together.

He adds that not only does P&G have a collection of products that are relevant to each other, but they create a dramatic impact when used together. 

However, Phil Thomas, marketing director for household and personal care at Reckitt Benckiser, has concerns about P&G's approach. He worries that as consumers may not be familiar with the parent company the link between products may not make sense.

He said it might not be easy for the viewer to understand why those brands had come together. ‘It risks confusing the consumer.'

However, P&G may have chosen just the right time to establish a relationship between Max Factor and its other leading UK brands.

In June, P&G announced it was dropping its Hollywood-associated Max Factor brand in the US. The UK and mainland European therefore became its strongest markets.

Virginia Drosos, president of global female beauty for P&G, confirms: "Max Factor is a strong, profitable brand and remains one of P&G Beauty & Grooming's key engines for global growth.'

It appears P&G is developing new UK-focused marketing techniques to promote its ‘American' brand.  

Promoting similar brands together may boost short-term sales. However, brands are precious and it could prove dangerous to blend them together, as it could destroy a brand image that has been developed over decades.

However, in the case of Max Factor, shaking off its US-focused marketing strategy might work in the brand's favour.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message