Proctor & Gamble How the Best Buy icon has been an advantage to Proctor & Gamble

P&G believe the Best Buy icon provides a trusted, independent third party product endorsement and intuitively communicates to consumers what they are looking for: a Best Buy.

We have used the Best Buy icon for several of our products in TV advertising, advertorials, point of sale material and online.

But it has been particularly instrumental in reinforcing our superior cleaning message for the Ariel Excel Gel.

We’ve tested the Which? Best Buy Icon with consumers and found it was more likely to encourage them to buy a product than any other endorsement. 54 percent told us they were likely or very likely to buy a product with a Which? Best Buy Icon on it – at least 17 percent more than other endorsement. The Which? Best Buy Icon was also recognised as the most appealing logo for laundry detergents out of all Icons tested.

We believe the Which? Best Buy icon builds credibility, reinforces our brand’s equity and increases trial.

Dr John Bailey, P&G UK External Relations Manager