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The Envelope, Please: Introducing P&G’s 2018 Best of Brand Award Winners

Tuesday, December 4, 2018 10:09 am EST

Last week, we recognized and celebrated P&G people and brands at the 2018 Best of Brand Awards and Brand Mastery Society Induction.

Brand Masters are individuals who have demonstrated sustained excellence in pioneering new innovations, investing in others, and contributing to the superior value of our brands.

With this year’s inductions, we now have 35 Brand Masters who are leading the way in areas of expertise such as data and analytics, cognitive and behavioral science, and designing brand experiences—just to name a few.

People are the heart of our company, ensuring our brands win the hearts and minds of consumers by being the superior choice every single day. When we deliver that superiority, we achieve winning results.

We also recognized several winning brand teams, with the top honor going to SK-II for its growth across multiple markets over the past 3 years. Here are excerpts and clips from a few of the winners:

CHARMIN CANADA

The CHARMIN brand achieved significant growth behind a renewed focus on a strategy to be seen as Canada’s super-premium bath tissue.

PAMPERS INDIA

Through media reach, doctor-led seminars and product demos, Pampers India has doubled sales in the past three years and become profitable for the first time ever last fiscal year.

WHISPER CHINA

In China, Whisper has transformed into a premium brand that’s loved by the young generation of women in China under the campaign “Oh Yes! Comfort Beyond Imagination”, and a completely revamped brand look.

 

ARIEL HUNGARY 

Do You Pod? Ariel’s new heart- and mind-opening mantra is a simple call to action to make the daunting chore of laundry a little more fun. Combined with targeted sampling and influencer campaigns, the “Do You Pod” campaign is making Ariel P&G’s biggest share growth contributor in Europe, and transforming the laundry category back to growth.

 

PANTENE MEXICO

The Pantene team in Mexico turned its 3 Minute Miracle conditioner into one of the hottest beauty products in the country. Pantene also became hot hot hot! this summer with Mexico’s first ever Pantene Summer program, which launched in Acapulco and was talked about by some of the most famous personalities in Mexico. 

 

HEAD & SHOULDERS MEXICO

The Head & Shoulders brand celebrated Mexico’s passion during the FIFA World Cup this year, with 100% Dandruff-free Scalp Brave haircuts on its inspiring national sports stars and fans. The team is committed to the purpose of continuously fighting dandruff—freeing Mexico, and the world, from flakes and scalp issues.

 

VICKS INDIA

For generations, Vicks has been trusted to touch lives and provide care for families around the world. One of the best examples is in India, where they dared to take on bias with their award-winning and beautiful “Vicks Touch of Care” campaign.   

 

Goldstein Best of Brand Award: SK-II

Everything SK-II does—from amazing products, to exquisite packaging and counters—is designed and executed with precision, elegance and excellence. SK-II is pioneering direct-to-consumer performance brand building, inviting women into the brand with beautifully-crafted human stories to attract them to its bold promise centered on the idea that they can “change destiny”—of their skin AND their lives.

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