In the mid $2000\text{'}$s Procter and Gamble $($P&G$,$ makers of Tide, Oil of Olay, Crest, etc.$)$ overtook Unilever $($makers of Lever, Ponds, Suave, Dove, Caress, Etc.$)$ as the world's largest Consumer Packa$$se Goods $($CPG$,$ prepackaged products sold in food, drug, and mass channels$)$ firm. This was due in part to P&G reaching beyond its "soap based" history $($P&G is credited for creating soap operas to sell soap and detergents to stay at$-$home moms$)$ to acquire Gillette $($including Duracell brands$)$ for $$57$ billion. At the same time, Unilever, known for brands like Lever and Dove, reduced its precedence in the detergent category by selling off the Wisk, all, and Snuggle brands. It can be clearly stated that Procter and Gamble understood

was

while Unilever