Word: procter
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...creatures all work for-and owe their existence to-a rather harmless-looking fellow named George Lesch, Colgate's president. While not exactly a white knight, Lesch, 55, has certainly proved to be something of a whirling tornado at the U.S.'s second largest soap company (first: Procter & Gamble...
...expenditures in 1963 rose 6% to reach $13.1 billion-the first jump beyond $13 billion. Advertising Age, the journal of the ad world, announced last week that the 100 leading national advertisers alone spent a record $3.17 billion on ads and sales promotion, up 10.5% from the previous year. Procter & Gamble, the nation's largest soapmaker, pulled ahead of General Motors to become the No. 1 U.S. advertiser. The top ten (in millions of dollars...
...Procter & Gamble...
...biggest advertiser of them all uses ten different ad agencies, advertises 42 different products, spends 10.4% of its $1.91 billion in sales on pushing its products (v. G.M.'s 1%). Procter & Gamble lays out a hefty $20 million per year to promote Tide, and Tide has captured 17% of the lucrative heavy detergent market. P. & G.'s Crest ($16 million for advertising) accounts for almost 33% of all toothpaste sales, Gleem for another 17%. Ivory Liquid ($8,500,000) has cleaned up 18% of all liquid detergent sales, Joy and Thrill another 12% and 8% respectively. Duncan Mines...
...help Colgate's new brand. But almost unnoticed last week was the fact that the A.D.A. also upgraded its recognition of Crest from "B" status to "A." Crest now rates listing in the dentists' Accepted Dental Remedies classification, a move that is certain to be publicized by Procter & Gamble...