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Procter & Gamble is relaunching its Insignia range with an estimated 3m campaign, through EURO RSCG. The ten-year-old brand has lain dormant for almost three years, without any marketing support, while P&G concentrated most of its attention on

Procter & Gamble is relaunching its Insignia range with an estimated 3m campaign, through EURO RSCG. The ten-year-old brand has lain dormant for almost three years, without any marketing support, while P&G concentrated most of its attention on its global brand Old Spice. Insignia holds less than four per cent of the male toiletries sector, valued at 430m by Nielsen last year. Its main rival, Elida Gibbs’ brand Lynx, holds 63 per cent of the total market by value.

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