Christopher Keith, Procter & Gamble

Global Marketing Director

Always Discreet 

Chris Keith has spent the past several years leading the development, design and successful launch of Procter & Gamble’s entry into the 4.5 billion dollar and fast-growing adult incontinence market in North America and Europe.  From establishing the foundational strategies, through the development of the holistic proposition (products, packages, advertising and marketing, and retailer sell-in), Chris has led the creation of P&G’s first new business in nearly a decade. 

He has also helped P&G be a pioneer in the global aging space, a significant move given today’s increased longevity and as 2014 marked a significant rite of passage as the youngest of the high-spending, brand-conscious Baby Boomers turned 50.  Targeting the 50+ consumer requires frame-changing thinking across all aspects of the marketing plan, particularly when most programs are developed for the 18-49 demographic.

Throughout this work, Chris has focused on developing a proposition than can win across geographies by deeply understanding the consumer to identify common consumer insights and needs, and leveraging those to create innovative marketing and communication to reach a consumer that is often rather hard to reach-- only 1 in 9 households buys the incontinence category.  It’s a category designed to serve unmet needs as P&G research has shown that one out of three women older than 18 have recurring bladder issues. 

Always Discreet is aiming to bring more normalcy, openness and femininity to the market.  In the US, Actress and author Marilu Henner has partnered with the brand to encourage women to talk about their sensitive bladders to underscore that bladder leaks are normal and nothing to be ashamed of.

Prior to leading Always Discreet, Chris led the rejuvenation of the Herbal Essences hair care brand through an award-winning re-launch, and before that he jump started the Aussie hair care brand by creating the iconic “Roo” advertising and its ensuing double digit growth.