Case Study Wednesday:
Procter & Gamble
As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories.
That’s why we’ve launched “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them. To learn more about our work, click here.
This week, we are featuring our work with Procter & Gamble:
Addison Whitney has been a naming and strategy resource for Procter & Gamble (P&G) for more than 15 years, and we’ve built a strong relationship with multiple divisions within the organization.
We have worked on for a number of P&G’s most iconic brands, and here’s a snapshot of a few of the brands we’ve created.
Deep Sweep
Oral-B, owned by P&G, developed a product that brought new technology to the power brushing category. The primary objective of its new technology was to significantly broaden the appeal of power brushing among current manual brush 
users. Oral-B sought a naming strategy for this new technology that was intuitive and ownable.
Using information discussed in a creative strategy workshop, we developed the name Deep Sweep. The new name captured what deep cleaning users would get from the new product and spoke not only to the benefit, but also to the method of the action as well.
UnderJams
For older children, bedwetting can be an emotional and uncomfortable situation, which is why P&G developed a new line of absorbent disposable underwear for children aged 5 to 12 years. The new product looks 
and fits like ordinary underwear, but provides the protection a child might need at home or during a sleepover. It was very important that the new product’s name communicate discretion so that children would feel included and normal.
The name UnderJams was developed to convey both function and inclusion. “Under” suggests discretion and is descriptive of the underwear-like fit. “Jams” sounds exciting and captures the personality of the target audience.
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