Around the Net

Marketers Combining 2 Brands Into 1

San Diego Union Tribune/AP, Monday, November 19, 2007 12 PM

Companies across a variety of industries have combined promotions and brands for years, but some consumer products companies are increasingly teaming up their own brands, combining two familiar names into one new product. Procter & Gamble this month launched Puffs facial tissues with the scent of Vicks, hitting the cold-and-flu season with something meant to play on consumers' memories of moms treating colds by rubbing on Vicks ointment.

Dial last year blended Renuzit air freshener into Purex detergent after consumer testing scores for the detergent jumped when the Renuzit name was added. And Unilever found its Lever 2000 soap was helped by adding Vaseline ingredients, cueing consumers to think of moisturizing and healthy skin.

"We do a lot of consumer tracking; we're happy with the results," says Srini Sripada, Unilever director of brand marketing for skin. This year Unilever is adding Snuggle air freshener to All detergent.

Read the whole story at San Diego Union Tribune/AP »

packaged goods

Next story loading