TAG Body Spray
Proctor and Gamble

    In 2005, Gillette was acquired by Procter & Gamble, and in addition to the disposable razor business, P&G acquired all the other brands owned by Gillette. One of these brands was TAG body spray, which was intended to be a direct competitor to AXE body spray. Despite $145 million in net sales over five years, P&G eliminated the Tag brand in 2010 to focus on growing their larger and more global antiperspirant and deodorant brands, i.e.; Old Spice.

    In 2010, Castle and Bishop Financial approached Procter & Gamble with an interested buyer to purchase the TAG brand, and successfully negotiated a contract. The proposed buyer, however, was unable to finalize the purchase and backed out from the transaction. 

    Despite the embarrassment of a broken deal with one of the largest consumer product companies in the world, Castle and Bishop Financial continued its’ relentless efforts to find a qualified buyer for TAG. It became a corporate mission for Castle and Bishop to redeem its’ reputation, so in 2016, they returned to Procter & Gamble with a new buyer along with proof of funds, and the transaction for TAG was finalized.

TAG Body Spray
Proctor and Gamble

    In 2005, Gillette was acquired by Procter & Gamble, and in addition to the disposable razor business, P&G acquired all the other brands owned by Gillette. One of these brands was TAG body spray, which was intended to be a direct competitor to AXE body spray. Despite $145 million in net sales over five years, P&G eliminated the Tag brand in 2010 to focus on growing their larger and more global antiperspirant and deodorant brands, i.e.; Old Spice.

    In 2010, Castle and Bishop Financial approached Procter & Gamble with an interested buyer to purchase the TAG brand, and successfully negotiated a contract. The proposed buyer, however, was unable to finalize the purchase and backed out from the transaction. 

    Despite the embarrassment of a broken deal with one of the largest consumer product companies in the world, Castle and Bishop Financial continued its’ relentless efforts to find a qualified buyer for TAG. It became a corporate mission for Castle and Bishop to redeem its’ reputation, so in 2016, they returned to Procter & Gamble with a new buyer along with proof of funds, and the transaction for TAG was finalized.