P&G prepares arrival of Old Spice to Brazil

São Paulo-Procter Gamble &, one of the biggest advertisers in the world, with growth plans in Brazil with the strategy of introducing new international brands. One of the ones who come to mind the shelves of retail outlets in the country is the Old Spice, personal care products for men, composed of an extensive line of 90 items in antiperspirants, deodorants, body wash, body spray and fragrances.
As calculated, the launch of Old Spice in Brazil will be done by the São Paulo Office of Wieden + Kennedy Agency, controlled by publicists Icarus Doria and André Gustavo Soares, opened last December. The Old Spice is serviced by Wieden + Kennedy in the United States. Is signed by W + K one of the highest passing-advertising jobs last year, the commercial "The man your man could smell like", which won the Grand Prix de Cannes Lions 2010 movie in June, and since then has become one of the biggest phenomenons of the world advertising viral marketing.
According to a source connected to the Procter Gamble & is not set if the release of Old Spice will be done this semester or until the end of the year. Still according to the same source, is not only the segment of products geared toward men who are in the sights of the P&G. The company would also be preparing for the next months, the launch of specific products for women. In the opinion of the source, Procter simply is alert to the potential for growth in Brazil and the country's economic moment that gives good prospects for new investments.
Procter Gamble sought by & propmark, did not confirm the information about the possible releases. In response sent by e-mail, reported that the company's official position is that "the P&G of Brazil doesn't comment on plans and future releases. All releases and the company's shares shall be informed at the appropriate time for the market and the press ". The Wieden + Kennedy São Paulo was also sought, but chose not to rule on the matter.
Also it was found that the name of the São Paulo Office of Wieden + Kennedy already appears in the online communication systems of Procter Gamble & with other advertising agencies with which the company works in Brazil. She divides your account between Leo Burnett, Publicis, F/Nazca S&S, AlmapBBDO and Africa.
Also circulate information on the market stating that the name of the W + K Sao Paulo has already been included in the processes of planning and media purchase of Procter Gamble & for Latin America after a meeting held this year in Miami. The Agency would have been linked to the development of "Olympic projects" for Procter in Brazil.
The P&G, according to a survey done by Ibope, Monitor occupies ninth place in the ranking of Brazil media investments made during the year of 2010, with the gross value (table prices of vehicles) of R $ 734,26 million. It was a very significant jump compared with the ranking of Brazilian advertisers from 2009, when the company was in 24th place with media investments in R $ 372,65 million.
Procter Gamble & was founded in the United States in 1837, by the concunhados William Procter and James Gamble. The company is headquartered in Cincinnati (Ohio) and moved around the world a total of $ 78.9 billion in sales during 2010. She maintains operations in about 80 countries, and employs approximately 127 thousand employees.
Their 80-23 global brands-representatives of various market segments, beauty and personal care to food, pet food, batteries and household care products, are present in 180 countries. Procter has come to Brazil in 1988, with the acquisition of Fluff Phebo S.A. Currently, she sells brands like Koleston, Duracell, Naturella, Always, Ace, Ariel, Oral-B, Vick, Gillette, Pampers, Hollay and Heads & Shoulders.