P&G's Secret: New extension replaces Ultra

Cardona, Mercedes M.
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, p54
Trade Publication
The article reports on Procter & Gamble (P&G)'s launch of a different version of its Secret brand deodorant in 1999. Secret's agency Leo Burnett USA will handle the launch campaign. P&G would not disclose the budget, but it spent $22 million on Secret and its extensions during the first 11 months of 1998. Deodorants are symptomatic of the whole household products field. The category has strong competition among many brands with limited distinctions between one another and marketers need frequent innovation just to maintain market share and avoid price competition.


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