There was another strong sales performance from Bold in 2007, which saw growth of 3.8%, taking it to a brand value of £173.2m.
This built on growth of 10.2% in 2006, and pushed the brand up to second place on the laundry board, taking over fellow Procter & Gamble (P&G) brand Ariel, which slumped seven places from 21 in 2006 to 28 last year.
Although Bold actually dropped down one position from 2006, it has crept up to just 11 places behind the leading laundry brand Persil. Persil’s sales value decline of 1.1% also helped to close the gap.
It was npd activity and strong advertising from Bold which drove sales in 2006, and one innovation for the brand in 2007 was price-marked packaging for the independent sector last autumn.
Paul Lettice, P&G’s trade communications manger, says this packaging is always popular with price conscious shoppers: “Price marked packs are a positive way of offering the consumer good value for money.”
2007 £173.2m
2006 £166.9m
yoy change 3.8%
