Tag archives: P&G

When did doing something ‘like a girl’ become an insult?

Purposeful branding has been a big theme over the last few years. The inspiring presentation from Bridget posted yesterday showed many examples where brand behaviours are aspiring to serve the world at the same time as growing business.

A small CPG/FMCG company called Proctor & Gamble have recently taken on self-esteem in an excellent effort for Always. Read more…

P&G and “the first moment of truth”

Dominic Basulto on Corante New York points to a very interesting article on the WSJ discussing the importance of in-store product placement. According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. To give you an idea of how it’s relevant, just consider that P&G created a position 18 months ago, “Director of First Moment of Truth” to produce sharper, flashier in-store displays. To tell the truth, Paco Underhill has been talking about the importance of in-store product placement since years. His book “Why We Buy: The Science of Shopping” is a must read not only for marketers, but for anyone interested in the aspects of shopper/store interaction. It is one of the first marketing books I read, and it’s amazing the lessons you learn from it, both as a marketer and as a consumer. Read it, and then your supermarket shopping experience will never be the same…

P&G launches mobile video game

Procter & Gamble has hired Aerodeon to create a mobile video game to promote its Head & Shoulders shampoo. Revolution explains the campaign is currently running in France and it’s supported with Tv ads and online advertising. The mobile game is a F1 racing game which reminds us this campaign has something in common with the one by Rexona: they both target male users. Are mobile male users more receptive to mobile marketing initiatives?