Profile: Jeremy Gilley

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P&G highlights innovation in global corporate campaign

P&G is launching a global corporate brand campaign ‘Everyday Effects’ to highlight how its product innovations have a “meaningful impact” on consumers’ lives.

The global “Everyday Effect” campaign launched yesterday (19 June) in New York with the company’s largest ever consumer sampling event. UK activity will launch next week.

P&G Blue Boxes, named after the company’s blue corporate logo, will be handed out in key cities around the world, starting in New York, and online. They will include samples of a range of its products in an effort to demonstrate how its brand innovations “help improve everyday life”.

The firm is giving away samples of its products at moments when consumers need them, for example coffee drinkers will be given samples of its Scope mouthwash, taxi drivers will be handed Febreze car vent clips for taxis and people walking their dogs will receive Iams dog treats.

The multi-brand campaign aims to encourage people to try more of P&G’s brands and products. P&G claims more than 4.6 billion people use P&G products every year.

More than 40,000 samples of its Cover Girl, Gillette, Duracell, Pampers, Old Spice, Febreze and Crest brands were handed out in New York.

The global campaign also includes consumer events, retail partnerships, in-store displays and brand-focused “experiment” videos showcasing the everyday effect of using P&G products. It is rolling out across the US, Japan, China, Mexico, Germany and Brazil.

Product innovation has been identified as a key focus for P&G by new CEO AG Lafley. He took over from Bob McDonald last month. McDonald had come under pressure from investors concerned that the rate of innovation and sales growth was not as fast as hoped. 

Readers' comments (1)

  • Ever since the Olympics, P&G has been keen to leverage the heritage of its vast stable of consumer products to develop a master-brand beloved by consumers. What better way to do this than getting out there and placing P&G right in the hands of consumers to experience.

    P&G has a clear message it is seeking to deliver - raising awareness as to extent to which the company plays a role in everyday life. Prior to 2012, the vast majority of consumers would have been unaware that P&G owned so many of the brands they interact with on a daily basis, so what better way to continue the momentum and raise awareness than creating engaging experiential activity by putting a physical P&G product in the hands of consumers.

    Sampling is a tried and tested marketing tool guaranteed to generate awareness amongst your target market, so it’s no surprise to hear P&G have put it at the centre of a global campaign to highlight innovations amongst their products. The cost of sampling often considered expensive is outweighed by incremental sales which my plateau but are likely to convert unlikely consumers in to long term fans of the product and it’s variants.

    Offering consumers something for free that’s of practical use will build engagement directly and drive them to consider purchasing the product. While digital and mobile dominate marketing strategies brands shouldn’t forget more traditional tools that can bring products straight to the hands of the consumer like sampling and field marketing to drive distribution.

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