Celebrating the Leaders of Brand Success: The 2024 P&G Best of Brand Awards and Brand Mastery Society Induction

We recently hosted our annual Best of Brand Awards and Brand Mastery Induction ceremony to recognize the teams and leaders that are delivering superior brand experiences to meet people’s needs and deliver business growth and value creation.

How do we do that? We identify people’s needs — the jobs to be done, the problems to solve and the habits to form — and then deliver superior experiences across five vectors of superiority: products, packaging, communication, retail execution and value. From clean clothes and sparkling dishes to healthy hair and happy babies, our brands touch the lives of nearly everyone, and we strive to make those everyday moments just a little bit better. As Marc Pritchard, Chief Brand Officer, reminded us during the awards ceremony, “What we do matters.”

The Brand Mastery Society recognizes the very best P&G brand builders, demonstrating sustained excellence, pioneering new innovations, helping build mastery in others and delivering sustained growth and value through our brands over time. This year, we inducted four new leaders into this elite group who are shaping the future of brand building. The Best of Brand Awards celebrate the brands that have achieved outstanding growth and value creation across five key metrics —category, user, share, sales and profit growth.

This year, 119 brand and country combinations cleared the bar as finalists, demonstrating the best brand building. Congratulations to the twelve who stood out as the best of the best from among this impressive group.

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Tide

Tide seeks to inspire the everyday hope and optimism that comes from the certainty of clean. Through its superior "Real Life Demands Tide" brand campaign, Tide brings to life daily insights and highlights its ability to solve consumers’ everyday laundry problems, and it’s reaching 90% of households. From tackling 99% of common stains and odors to today’s larger laundry loads, Tide proves it can handle any cleaning challenge. Because, “if it’s gotta be clean, it’s gotta be Tide.”

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Oral-B

Manual toothbrushes can leave behind 50% of plaque which can lead to cavities, gum disease and other health issues, but people are skeptical that power toothbrushes clean better. Oral-B makes it easy to switch with absolute superiority. Consumers love the clean, love the simplicity and love the gentle experience. Inspired by the insight that everyone’s teeth are different but what makes them unique is what makes them so hard to clean, Oral-B's “The Perfect Clean for All Teeth” campaign shows how its dentist-inspired round brush head adapts to your individual teeth. So, whether they’re straight, overlapped, capped or gapped, Oral-B helps you get perfectly clean, healthy teeth.

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Head & Shoulders

To free the world from dandruff, Head & Shoulders uncovers insights from every country to attract people to its products to get the benefits of a healthy scalp. Unfortunately, many people have an allergic reaction to the tiny microbe called Malassezia Globosa, which is what leads to dandruff.

In Mexico, the anti-itchiness line was launched with a minty cooling sensation that’s felt immediately. In North America, Head & Shoulders BARE was introduced featuring only 9 ingredients to address consumer concerns over harsh ingredients. And in the Philippines — where itchiness is a dandruff signal called “KATI” — they use “FOJO” or fear of judgement of others to bring the idea to life.

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Febreze

Sometimes life can stink, yet many people link a pleasant scent to happiness. That’s why Febreze is on a mission to “Make it Easy to Breathe Happier.” One way the brand is doing this is by addressing the most important problem in wall plugs — fading scent — through product innovation, superior packaging and scent visualization. Febreze reignited the car segment with innovation and advertising around a new scent intensity dial that fixes the longstanding problem with car air fresheners that start too strong and fade too fast. In the U.S., Febreze launched the Mood Collection — Romance & Desire, Soothe & Restore and Refresh & Energize — inspired by consumers who prefer a more complex, emotion-evoking scent experience.

Mielle

Founded in 2014 by Monique and Melvin Rodriguez, Mielle is proud to be the Textured Hair Authority. With the insight that a healthy scalp is the gateway for hair growth, one of Mielle’s signature superior products is Rosemary Mint Oil, the #1 treatment for scalp, with a light version introduced as one of the top innovations in 2024. To increase brand awareness, the team created the disruptive anthem, “Sleek,” with Lady London, capturing the brand’s essence from the insight that “the ladies love to keep their hair and edges sleek.” The brand even locked their own Pantone color, Mielle Pink. Finally, leaning into the insight that many Black women don’t exercise as frequently as they would like for fear of messing up their hair, they became the official hair care brand of the WNBA and expanded to other sports partnerships like swimming and cheer, and HBCU sponsorships with Howard University and Florida A&M.

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Pampers

Every day, parents around the world choose Pampers to care for their babies. Through superior product innovations, like the breakthrough poo pocket that stops leaks so you don’t have to fear ‘poonamis,’ as well as fit upgrades that let you free your wild child, Pampers continues to provide confident, comfortable protection at every stage of development, from newborn and swaddling to cruising and pants. In China, the brand discovered parents cut holes in diapers to keep air flowing and to reduce heat. This led to the launch of Pampers Air Max which generated double-digit growth, despite a significant decline in the number of babies being born in China.

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Downy/Lenor

Downy/Lenor strives to make everyone feel good through softer, fresher, odor-free fabrics. Downy's "unstoppable" scent beads deliver all-day freshness. Fusions blends two scents together for scent fanatics and Downy Light offers a mild, discreet scent that lasts. Lenor is also inviting people to “Let the Sunshine In,” spotlighting the Outdoorable line which promises the standard of excellence of “fresh as if dried outside,” even in Europe’s wetter climate where laundry often needs to be dried indoors.

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Old Spice

Old Spice knows that no matter what adventure men pursue, they just want to smell good. The brand consistently delivers superior products with the best long-lasting freshness and scents from antiperspirant and deodorant sticks to sprays and body wash. Through creative advertising, the brand raises awareness to welcome guys onto the Old Spice Clipper Ship. Activations at music festivals in Central Europe and Mexico got guys thinking about Old Spice during the summer with the confidence to get their hands in the air. In Canada, the brand cracked the code with insights to better reach French, English and Asian Canadian men.

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Ariel

Since its European launch in 1967, Ariel has been about the promise of the best possible clean and today is reaching individuals through attention-getting campaigns that resonate with reality insights. In 2024, the brand delivered the “Certainty of Clean”, so Europeans no longer needed to hedge their bets with extra steps, longer cycles, using more electricity and higher temperatures to make sure cleaning is successful.

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Gillette

Gillette continues to raise the bar on what it means to be “The Best a Man Can Get” by constantly gaining insights into men’s evolving grooming jobs to be done and problems to solve. In France, Gillette introduced the House of Grooming, making it easier to find the right products for the face, beard and intimate grooming. In India, Gillette Guard converted millions of double-edged razor users to Guard by focusing on the “Safe Shave” job to be done. They didn’t stop there, the brand delivered against other needs providing "comfort” on Mach 3 and “styling” on Fusion.

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Dawn/Fairy

People spend 29 minutes doing dishes every day, so Dawn and Fairy are committed to making dishwashing faster, more effortless and less wasteful. Capabilities like the Connected Home along with in person research to understand people’s habits help uncover deeper consumer insights that are leading to superior performance. Some people wash as they go, a few dishes at a time, while others do big piles of dishes at once, so Fairy created MaxPower for fast, effortless cleaning and reinforced the 2X longer lasting suds that keep cleaning. Fairy’s iconic spokesbabies — Little Bizzie and Tough Bizzie — are in action to help people clean dishes while saving energy. In the U.S., Dawn Platinum removes up to 99% of grease, with the iconic Dawn Ducks making an appearance on the package and in the new superiority campaign.

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Native

Our highest recognition is the Robert V. Goldstein Best of Brand Award recognizing a brand that has achieved a sustaining winning streak delivering the five measures of growth and value creation — growing the category, household penetration, share, organic and all-in sales and organic and all-in profit — for at least 3 consecutive years.

This year, Native was awarded this honor. Since joining the P&G family in 2017, Native has been on fire, growing sales nearly 10 times in the past five years. It started as a deodorant brand for people who want protection with clean, simple ingredients and later extended into bodywash and haircare.

Native continues to inspire millions of households to “Lean into Clean”, becoming the #1 fastest-growing brand among multicultural women and the #1 naturals brand. Native brings game-changing product and packaging innovation that is cleaner and simpler with no compromise, with the first deodorant and body spray with plant-based propellant and just 6 ingredients. And you can’t think of Native without thinking about the craveable seasonal offerings or advertising campaigns like “Bathrodite” that feature everyday insights brought to life in clever, funny ways.