Procter & Gamble has revealed the winners of its annual Best of Brand Awards, which recognize the brands in its stable that deliver “ground-breaking design, innovation and strategy.”

P&G’s “Best of Brands” are said to “win the smiles, hearts and minds of consumers through our strategy of superiority — creating superior products, designing superior packaging, developing superior brand communication, implementing superior retail execution and ensuring superior value, according to the company.

To be honored, brands must deliver growth across five measures that create an irresistibly superior consumer experience.

This year, the Happi Top 50 leader named 12 to the list. The award winning brands include:

Aussie

According to P&G, “Aussie focused on the highest-performance needs of consumers with textured hair that tends to be curly and coily, which needs the superior moisture performance that is Aussie’s strength. Through superior brand communication, partnering with influencers to create compelling edutainment content for platforms like TikTok and showing easy hair care regimens, Aussie helps consumers discover their way to #AUSSomeHair.”

Ariel

P&G pointed to the brand’s efforts in India. In the country, “Ariel is winning washing machine households, using consumer insights to create its 100 stains campaign, which showcases just how many different kinds of stains can be cleaned in one load of laundry.”

Tide

“Tide India’s success is a result of deep consumer understanding on what’s needed to get the job done — acting on the insight of India’s diversity of water, wash conditions and temperatures across geographies,” according to P&G. “Their surprising clean campaign focuses on stain removal. For example, a new school year doesn’t always require buying a new shirt – washing with Tide helps keep even school shirts looking new,” said the company.

Downy/Lenor

According to P&G,  “Downy/Lenor delivers a “WOW Product that delights consumers with a WOW scent experience at the first use, every use, and from the start of the day to the end. In Mexico, consumers wanted a scent that lasted all day, from their morning commute all the way through dinner. Downy created a product with 50% more fragrance that reactivates throughout the day, just by rubbing your clothes.”

Old Spice

P&G states: “Fueled by the winds of long-lasting freshness, amazing scents and insight-driven innovation, Old Spice continues to intrigue guys to try the brand and come back for more. The Men Have Skin, Too campaign in North America continued to educate guys that Old Spice products are not only designed for them, but are soooo good that even the women in their lives want to use them.”

Native

P&G acquired Native, then a start-up, in 2017. According to P&G, “Native’s Body Wash showcases a formulation that is clean and simple, but with no compromises on effectiveness. Made with plant-based cleansers, Native Body Wash users can choose from an assortment of legendary fresh scents without sacrificing a sudsy lather. Their Bathrodite campaign dramatizes the love-at-first-bath experience that comes with discovering the benefits of using Native, proving that an effective and clean body wash isn’t a myth.”

Dawn/Fairy

According to P&G, “Dawn, Fairy and Salvo’s vision is to make hand dishwashing faster, more effortless and less wasteful. In the U.K., Fairy Max Power put their iconic “spokes baby,” Little Bizzie, into action — cutting through greasy challenges using cooler water and four times less scrubbing for “less time at the sink, more time together.”