Procter and Gamble to increase UK advertising drive

Procter and Gamble is to upscale its advertising efforts in the UK in a bid to expand its presence in the British market.

The healthcare and consumer goods company is looking to pursue innovative new marketing avenues in the UK, with the upcoming launch of its Pamper Dry Max nappy set to be accompanied by a major advertising push, reports MarketingWeek.

Although Procter and Gamble was previously the UK’s biggest advertising spender, it has fallen behind the Central Office of Information in the last month, according to Nielsen figures.

However, a spokesman for the firm has stated that the company will now be looking to be more creative with its marketing, with a focus on digital media, new approaches to TV commercials and “new kinds of advertorials”.

The company added that its intention is to ensure that its brands are getting “more for more” in terms of marketing value.

Procter and Gamble owns a number of leading pharmacy brands, including its Vicks cough and cold treatments and Pepto-Bismol stomach medicine.