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APR 2007

Merger Challenge: Unite Toothbrush, Toothpaste†

P&G and Gillette Find Creating Synergy Can Be Harder Than It Looks

Wall Street Journal, April 24, 2007 — Among all the products brought together in Procter & Gamble Co.'s 2005 acquisition of Gillette, two carried particularly high expectations because of their natural fit: the world's No. 1 toothbrush and the world's No. 2 toothpaste. But putting together Gillette's Oral-B and P&G's Crest turned out to be more complicated than it looked.

Category: Brand Strategy
Tags: Crest, Gillette, P&G, Brand Architecture & Portfolio, M&A

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