Household Goods Makers Initiate Advertising Binge To Woo Back Buyers

04.12.10 | FL News Team

Household goods makers are on an advertising binge trying to win back customers. When the recession took hold and Americans were forced to cut back, many opted for store brands or generic items. "The Wall Street Journal" is reporting companies such as Procter & Gamble, Colgate-Palmolive and Clorox are trying to coax consumers back to name brands. In many cases, they're doing it through newly introduced products. Kimberly-Clark, for instance, is focusing on a new Kleenex hand towel. There are now specialized toothpastes, new razors and even more-absorbent diapers.

 Procter & Gamble, the largest advertiser in the world, is planning a 20-percent increase in what it calls "consumer impressions," targeting the number of times consumers see its ads. The company that makes Pampers and Crest toothpaste, among other items, says it will introduce 30-percent more "significant" innovations in products this year.