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P&G sells Sure

This article was originally published in The Rose Sheet

Executive Summary

Innovative Brands has completed the acquisition of the Sure antiperspirant and deodorant brand from Procter & Gamble, the division of Najafi Companies reports Sept. 26. "We will focus investments to increase awareness, create excitement, and build successful marketing relationships for this brand," the firm says, noting the range "can appeal to both the male and female segments of the market because of its quality performance attributes and simple fragrances." The acquisition is in line with the company's strategy of purchasing consumer brands that no longer fit the strategic direction of larger corporations. In July, Innovative Brands acquired Pert hair care brand from P&G (1"The Rose Sheet" July 17, 2006, In Brief)...
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