P&G signs first-of-its-kind marketing deal with property firm

Procter & Gamble (P&G) has signed a pioneering deal with Vista Land & Lifescapes to extend its market reach in the property developer’s high-end housing projects.

Starting January 1, the consumer goods giant will be giving P&G welcome baskets to new home buyers with products from its core brands Tide, Joy, Downy, Pantene and Head & Shoulders. For existing homeowners, exclusive P&G offers and discounts will be given.

There are currently 250,000 homes under Vista Land’s numerous housing projects. Its brands include Camella Homes, Vista Residences, Brittany, Crown Asia and Communities Philippines.

Jojo Geslani, P&G brand manager for trial, said the deal, the first of its kind in the country, will span for a year, with possible plans for extension.

The marketing effort will initially start in in Manila and later on the Vista Land’s other housing projects in 38 provinces.

"We wanted to understand and serve the Filipino consumer and to do that, it's logical that you partner with the number one consumer company in the Philippines which is Procter & Gamble. This is a perfect partnership as far as I am concerned," he said as quoted by ABS-CBN.

Geslani shared that the deal will have second phase involving a planned P&G/Vista Land joint marketing program next year.

Vista Land’s reservation sales as of end-September improved by 18% to P35.5 billion from last year, giving a picture on how many new house owners will receive P&G welcome baskets.