P&G's Brand Buzz

The Cincinnati Enquirer is covering P&G's acquisition of Gillette from most every direction. The $57 billion deal makes them the largest consumer products company on earth. It will add the following products to its stable: razors, razor blades, coffeemakers, blenders, toasters and irons, flashlights, batteries, tooth care products and deodorant/anti-perspirants. To put this in brand terms, Gillette, Braun, Duracell, Oral-B, Remington, Dry Idea, Soft & Dri and Right Guard now sit on the P&G shelf.

"P&G's acquisition will add five $1 billion brands to its existing 16: Gillette and Mach3 razors, Duracell batteries, Braun electric razors and household appliances, and Oral-B tooth-care products."

So Cincinnati has a "P&G Brand Buzz" right now. Unfortunately, local media were downplaying one of the realities most acquisitions create—layoffs. In this case, 6,000 Gillette employess will lose their jobs.

It was a relief to see Cincinnati Enquirer editorial cartoonist Jim Borgman remind everyone. It is no shock that he is a Pulitzer Prize winner.