Safeguard Named Top Personal Care Brand in China

Procter & Gamble's soap brand, a Saatchi & Saatchi client, tops GfK's inaugural China brand rankings.

Shanghai - Saatchi & Saatchi China client, Safeguard, has been named Best Personal Care Brand in China at the inaugural "best brands – the China brand rankings" conducted by global market research company, GfK. The "best brands" awards are judged on consumer perceptions and the emotional attachment that people feel to brands, and the winning 'Personal Care' category covers Body Care, Hair Care and Skin Care.

“Safeguard is a true Lovemark in China,” said Neel Chaurasia, Saatchi & Saatchi’s Regional Director - Asia. “We have a great track record of producing effective and innovative campaigns for Safeguard in China, and recent awards add to the accolades.”

Safeguard’s “best brand” award follows on the heels of the “Earn” award presented to the brand at Procter & Gamble Greater China’s Marketing Brandman Nite in January 2014. The Safeguard Flu campaign was voted by Procter & Gamble Brand Managers as the campaign that had most successfully made an impact with the consumer, earning her attention and heart.

“The anti-influenza campaign is a Best-in-Class example of how agencies and brands can respond to public emergencies with agility,” said Antoni D’Esterre, Managing Partner at Saatchi & Saatchi China. “The creative team at Saatchi & Saatchi China delivered the campaign in record time, enabling Safeguard to launch timely communication that resonated with consumers during an influenza outbreak.”

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