Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
When I started at Procter & Gamble, my first job was in a group called AP/DO, otherwise known as “deodorant” to normal people.
I was on the Secret Brand Team where I found myself in the middle of the deodorant wars between P&G (Secret and Old Spice) and Unilever (Dove, Degree and Axe). It was a “battle” that both sides took seriously, leading the head marketer at Unilever to have a P&G-branded doormat outside his office and for Degree to buy a billboard that mocked our Secret advertising right outside the P&G company cafeteria.
Talk to anyone who grew up in the world of brand marketing and he will tell you similar big brand war stories whether it is Coke vs.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in