Procter & Gamble…

Procter & Gamble and Hotpoint launch a joint marketing campaign this week to mark the beginning of their new partnership.

Procter & Gamble and Hotpoint launch a joint marketing campaign this week to mark the beginning of their new partnership. P&G displaced rival Lever Fabergé from a long-standing brand tie-in with Hotpoint by teaming up with the white-goods maker to promote its Ariel washing products (MW September 16). The first television ad, created by Arc London, breaks today (Wednesday) and shows moths attracted to the brightness of the laundry after a Hotpoint/Ariel wash. The ad will be supported by radio and in-store activity, including live demonstrations. The campaign is understood to have cost &£1.5m. Lever Fabergé has marketed its Persil brand jointly with Hotpoint since the Eighties. P&G also has a long history of using partners to promote its brands, most recently teaming up with DreamWorks animated movie Shrek 2 (MW May 20).

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