Celebrating 2023 Brand Mastery Society Inductees and Best of Brands Who Raise the Brand-Building Bar

This year, we have 89 brand and country combinations that raised the bar during the past year to become a finalist — across market growth, user growth, share growth, sales and profit growth.

Congratulations to the following 12 brands receiving a Best of Brand Award! Here are a few highlights:

Aussie

Aussie focused on the highest-performance needs of consumers with textured hair that tends to be curly and coily, which needs the superior moisture performance that is Aussie’s strength. Through superior brand communication, partnering with influencers to create compelling edutainment content for platforms like TikTok and showing easy hair care regimens, Aussie helps consumers discover their way to #AUSSomeHair.

Pepto Bismol

After 105 years, Pepto Bismol is still making upset stomachs happy. The brand’s communication leverages recognizable brand assets like its signature pink color, a “coats and soothes” product performance demonstration and its catchy jingle “when you have…nausea, heartburn, indigestion, upset stomach, diarrhea”. They add seasonally relevant messaging around food-centric moments and make Pepto easy to find in-store so consumers can pick up Pepto when stomach upsets strike.

Puffs

A nose in need deserves Puffs indeed, but many consumers don’t understand why their skin needs lotion. Puffs is focused on winning with consumers who often turn to toilet paper or cloth handkerchiefs. Educational communication demonstrates the benefit of lotion tissue, featuring the Puffs Pals who are there for your sniffles and blows and can help you care for your nose.

Ariel

In India, Ariel is winning washing machine households, using consumer insights to create their 100 stains campaign, which showcases just how many different kinds of stains can be cleaned in one load of laundry. Achar (a bold blend of pickled fruits and vegetables)? No problem. Haldi (turmeric)? We got that. Combined together with 100 other stains? Ariel can attack them all with one load.

Metamucil

Metamucil celebrates its 90th birthday in 2024 and is still rocking. How does the brand keep winning year after year? They constantly improve superiority in product and packaging, with innovations like the new delightful gummies and consumer engagement like the 14-Day Challenge — a transformative experience that helps move people from feeling sluggish and weighed down to feeling lighter and more energetic.

Tide

Tide India’s success is a result of deep consumer understanding on what’s needed to get the job done — acting on the insight of India’s diversity of water, wash conditions and temperatures across geographies. Their surprising clean campaign focuses on stain removal. For example, a new school year doesn’t always require buying a new shirt – washing with Tide helps keep even school shirts looking new.

Downy/Lenor

Downy/Lenor delivers a WOW Product that delights consumers with a WOW scent experience at the first use, every use, and from the start of the day to the end. In Mexico, consumers wanted a scent that lasted all day, from their morning commute all the way through dinner. Downy created a product with 50% more fragrance that reactivates throughout the day, just by rubbing your clothes.

Old Spice

Fueled by the winds of long-lasting freshness, amazing scents and insight-driven innovation, Old Spice continues to intrigue guys to try the brand and come back for more. The Men Have Skin, Too campaign in North America continued to educate guys that Old Spice products are not only designed for them, but are soooo good that even the women in their lives want to use them.

Native

Native’s Body Wash showcases a formulation that is clean and simple, but with no compromises on effectiveness. Made with plant-based cleansers, Native Body Wash users can choose from an assortment of legendary fresh scents without sacrificing a sudsy lather. Their Bathrodite campaign dramatizes the love-at-first-bath experience that comes with discovering the benefits of using Native, proving that an effective and clean body wash isn’t a myth.

Pampers

Pampers is laser-focused on delivering irresistible superiority across all vectors, starting with a superior product with 100% leakproof diapers that absorb in one second and protect baby’s skin. Pampers brand communication is sparked by meaningful insights from babies and parents to demonstrate how Pampers gives parents peace of mind and babies the freedom to wiggle, crawl and even run wild.

Dawn/Fairy

Consumers spend 29 minutes doing dishes every day! So, Dawn, Fairy and Salvo’s vision is to make hand dishwashing faster, more effortless and less wasteful. In the U.K., Fairy Max Power put their iconic "spokes baby,” Little Bizzie, into action — cutting through greasy challenges using cooler water and four times less scrubbing for “less time at the sink, more time together.”

Vicks

For 130 years, Vicks has delivered cold and flu care to families around the world. It’s an essential in homes, an icon of care that Vicks is providing in more categories and more forms. For that reason, consumers continue to count on its trusted relief through every cold and flu season — relief you feel, power you trust. Vicks is an iconic brand, and its original product, Vicks VapoRub, is still loved today.

Congratulations to all our brands whose great work helps P&G deliver superior products and exceptional experiences to the billions of consumers we serve every day.