After a fall from Procter & Gamble Co.’s pantheon of billion-dollar brands and a media benching, Braun will re-emerge as a prime-time player this fall with a return to TV and a high-profile NFL partnership alongside big brother Gillette.
The “FaceGreatness” campaign featuring Seattle Seahawks quarterback Russell Wilson comes as P&G prepares to shed as many as 100 brands globally, with some analysts believing Braun could or should be one of them. So could this be the last chance for the brand with P&G, or a dressing up for sale?
P&G executives working on Braun declined to comment on any divestiture plans. But Brian Messerschmitt, senior brand manager for Braun, said the brand had the strongest sales growth in its history in North America for the fiscal year completed June 30. And he said grooming remains strategically important to P&G.
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