The “multi-brand commercial initiative” offers consumers a £5 reward coupon when they spend £10 on selected P&G brands including Bold, Flash and Lenor.

The FMCG manufacturer says that cross product promotion encourages consumer trial of new products and brands, and helps consumers save money.

The promotion will be supported with television, press, direct mail and online advertising and the £5 “piggy bank” logo will appear on participating brands’ packaging.

The promotion will run until the end of January.

The other brands included in the promotion are: Ariel Stain Remover, Pantene, Nice ’n Easy, Pampers, Fairy, Tampax, Always, Febreze and Herbal Essences.

Shoppers can claim their £5 voucher via the website www.fantasticsavings.com.

P&G increased its marketing spend to £195m last year making it the biggest-spending advertiser in 2010.