P&G set for multi-million Bold revamp

Procter & Gamble is to revamp its Bold detergent range with new fragrances and updated packaging in a multi-million pound effort to match Lever Fabergé’s own attempts to add excitement to the category by relaunching its detergents.

Procter & Gamble is to revamp its Bold detergent range with new fragrances and updated packaging in a multi-million pound effort to match Lever Fabergé’s own attempts to add excitement to the category by relaunching its detergents.

P&G aims to reinvigorate Bold in its major European markets, and will support the relaunch with a campaign devised by Grey London.

The move comes at a time when Lever Fabergé is relaunching its own detergents, Persil and Surf. Industry sources say Persil will be given new packaging and a stronger focus on the “fizzing” formulation, which was launched last year.

Meanwhile, the budget Surf brand will be moved upmarket with new packaging and new fragrances, including Sunshine, Breeze and Spring (MW February 5). A forthcoming campaign from recently appointed agency Bartle Bogle Hegarty will support the changes.

Industry sources say P&G will overhaul Bold’s packaging to make it more fashionable. The existing variants – Hawaii Fresh, Active Fresh and Aqua – will be replaced with fragrances called Ocean Clear, Summer Breeze and Forest Rain.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here