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 We began our quest for a sustainable innovation capability in the beginning of 2002. The products P&G launched that year, in the antiperspirant/deodorant market, were the most successful launches in the category by any measure—market share, holistic design, and consumer delight. Old Spice was the #3 male deodorant brand when we started the culture change, and now it's #1. In response to an aggressive move into the North American market by Unilever, P&G launched a new product form, a body spray, which moved from the research labs to store shelves in less than 20% of the normal development cycle. Over the last two years, the new products P&G launched represent almost one third of the volume of Old Spice. Most retailers consider Secret Platinum Clear Gel as the most successful female product introduction in 2003. Secret continues its strong position as the leading female brand. One quarter of today's volume is derived from new product initiatives introduced over the last 14 - 18 months. 1 2 3 4 |
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