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17.11.2010 P&G, Mars behind "hottest" brands of 2010

Procter & Gamble, Mars and Kimberly-Clark are among the brand owners that have created products and marketing delivering the greatest impact in the FMCG sector this year, a report has argued. Industry title Advertising Age assessed the offerings and campaigns causing a particular stir to establish "America's Hottest Brands 2010".

Wrigley's 5 sugar-free gum, carrying distinctive black packaging and flavours like "electric watermelon", has acquired a double-digit category share after just three years on sale, per Symphony IRI. The company predicts 5 will secure $500m global revenues in 2010, largely thanks to its appeal for young consumers.

Mars' confectionary range M&Ms also achieved impressive results through a Pretzel Chocolate Candy extension, out-performing sales goals by 50%. Procter & Gamble's Gillette was lauded in the personal care segment, having successfully promoted the Fusion ProGlide - the most expensive razor in its history. Similarly, 'The Man Your Man Could Smell Like', on behalf of P&G's Old Spice, generated over 140m YouTube hits and 1.8bn PR impressions, alongside winning a Grand Prix at the Cannes International Advertising Festival.

B.L. 17.11.2010