Stepping Up: Celebrating Brand Mastery Society Inductees and 2020 Best of Brand Awards
Marc Pritchard, Chief Brand Officer, hosted P&G’s Brand Awards annual event as a virtual celebration, spotlighting our best brand mastery leaders and awarding 17 brands for achieving stellar of growth results
This week, we hosted our annual Best of Brand Awards to recognize the leaders and brands that are delivering ground-breaking design, innovation, and strategy, enabling us to create irresistible experiences enjoyed by our consumers, every day. We also inducted 8 new Brand Masters, leaders who represent the best of P&G brand builders…demonstrating sustained excellence, pioneering new innovations, helping to build mastery in others, and contributing superior value to consumers and for the company through our brands over multiple years.
The brands named “Best of Brands” have repeatedly won the hearts and minds of consumers by proving they’re the best choice through our strategy of superiority – with irresistibly superior products. They have irresistibly superior packaging, supported by superior brand communication and superior retail execution, and deliver superior consumer and customer value. These five vectors of superiority come together to create an irresistible superior consumer experience.
Shared Chief Brand Officer Marc Pritchard on the virtual all-company live-stream, “Let me express my deepest thanks to all brand builders for Stepping Up and delivering excellent results in what has been a time that none of us could have ever imagined. There is no question in my mind that P&G people are the very best in the world. You are doing amazing work, and it is making a huge difference. Let’s keep focused on what matters and continue to accelerate this momentum to deliver winning results year after year after year for sustained brand building excellence!”
This year, we have 118 brand/country combinations that cleared the bar during the past year to become a finalist – growing the market, share, penetration, sales and profit. These brands represent nearly $2.3 billion dollars in sales during last fiscal year.
Congratulations to the following 14 brands receiving a Best of Brand Award! Here are a few highlights:
Safeguard is a force for good in fighting germs around the world. For example, in the Philippines, the brand’s marketing campaign features the germ spreading villain Fred D’Germ – who is beaten back with the help of Safeguard and Glock 9, the Philippines No.1 rapper, with the #SafeWashRap.
Ariel keeps raising the bar on superiority, taking the brand to new heights. In Saudi, they reinforce their core belief in progress, not only through cleaning innovation, but in supporting the increasing autonomy and freedoms for women.
Mr. Clean continually innovates with revolutionary cleaning tools. Their advertising focuses on educating people on how, when and why to use their products to get the “wow” clean that Mr. Clean can deliver.
Metamucil’s mission is to improve the quality of life for people. Given concerning health care trends in America, the team drove awareness of the product benefit in supporting people’s digestive health, ability to lower cholesterol and maintain sugar levels.
HEAD & SHOULDERS
Head and Shoulders is dedicated to its core promise 100% flake free, superior anti-dandruff removal. Their advertising demonstrates the brand’s superior performance through torture test moments and they even explored the sound of superior dandruff removal.
At Braun, design is everything. This means designing superior products that are simple, useful and built to last. As COVID-19 hit, they quickly pivoted to share useful content with consumers on how to style and remove hair at home.
Febreze products have proven to be a helpful ally for homes around the world. Flush Fling, available in North America, might cause you to never flush your toilet again without thinking about the need for Febreze!
Gain continues to delight consumers through amazing scent experiences like Scent Blast and Blissful Breeze. And Gain Clings provides both fantastic cleaning and a scent that has folks, and perhaps their pets, falling in love with Gain.
Oral-B wants to WOW people every day to achieve what they want in their oral health – cleaner, stronger, and whiter teeth, healthier gums and an enjoyable brushing experience every day.
Pepto Bismol continues to innovate with Pepto Liquicaps, a more convenient way to get the powerful relief of Pepto. They also demonstrate the stomach coating benefit of Pepto seamlessly in their fun and iconic “5- symptom” song and dance advertising.
Tide continues to be the #1 Trusted Detergent in America’s homes by tackling consumers’ biggest laundry problems ranging from stain and odor removal to an even bigger, emerging desire—deep hygienic clean. And their advertising continues to connect with consumers and push the boundaries on the way they advertise with partners like the NFL.
Fairy is delighting consumers to help them wash their dishes as they get dirty. Fairy Quick Wash is a new premium product designed for faster and more effortless cleaning as you go.
THREE BRANDS TAKE THE TOP HONORS
Vicks and Downy/Lenor were both awarded the highest honor for delivering sustained results in multiple markets around the world for at least three consecutive years. Old Spice took the top spot for a decade of excellence due to their amazing winning streak of 10 years of growth.
Vicks believes that everyone deserves a touch of care and has been providing powerful relief for more than 125 years. Their family of Vapo products help people experience the soothing effect of Vicks Vapors in a variety of ways while Vicks ZzzQuil provides better sleep for all.
Downy/Lenor’s freshness benefit and range of perfumes resonate with consumers throughout the world. The brand is also taking on new tough jobs like clothes care and wrinkle guard.
Old Spice is a model for what it takes to achieve the very best of brand building. They are obsessed with understanding young guys and unlock both life and product insights that enable Old Spice to connect with them on an emotional level while bringing products and grooming solutions that they want. And their advertising is legendary from the iconic “The Man Your Man Could Smell Like” to the most recent “Men Have Skin Too” series. Old Spice constantly breaks new ground with breakthrough advertising that is interesting, entertaining, and reinforces superiority.
Check out our 2019 Best of Brand roundup from last year’s award ceremony here.