By Jennifer Faull

P&G has talked up its intention to hone its products – and their marketing – around the idea of ‘Irresistible Superiority’. But on an earnings call yesterday (27 April) the new approach seemed to throw up more questions than answers.

P&G’s notion of ‘Irresistible Superiority’ comes down to setting a new standard of quality for its products and packages coupled with “superior execution” of its advertising and in-store messaging. The hope is that it will overcome difficult market conditions, such as “geopolitical disruptions”, over the coming years.

However, despite chief executive John Moeller’s repeated clarifications the approach was too Read full story ›

Source: The Drum