Procter and Gamble is a gargantuan global force in branding, with such names as Bounty, Cover Girl, Dawn, Gillette, Pampers, Scope and Tide in its brand portfolio. So why not take over the biggest media city in the world?
In what P&G calls “the largest consumer event in the company’s 175 year history,” New York City is being blitzed on June 19 with 25 P&G brands as part of “The Everyday Effect,” a new campaign. Throughout the city, P&G will distribute more than 40,000 products at strategically timed moments. The company will offer free Scope mouthwash samples to coffee drinkers, Febreze car vent clips to taxi drivers, and Iams dog treats to people walking their dogs.[more]
Activities will include:
– Delivering free barber, salon, personal care, make-up and nail services at multiple locations
– Brand ambassadors canvassing streets with free pedicab rides, product samples, brand giveaways and high-value coupons
– Special deliveries by Pampers and appearances by characters on behalf of Charmin, Old Spice and other brands.
— Gillette (@Gillette) June 19, 2013
“We’re making a deliberate effort to demonstrate to consumers how our brands improve their everyday life in small yet meaningful ways,” said Melanie Healey, P&G North American Group President. “By providing innovative solutions to the challenges and needs faced in everyday life, P&G brands can help consumers in so many different but important ways. That’s what we call the P&G ‘Everyday Effect.'”
— Priyal Dubal (@PriyalDiddy) June 19, 2013
P&G’s New York saturation campaign will reach far beyond the city. The campaign is supported by a dedicated website, Facebook (where over 2,000 people said they would participate), and Twitter. The company will use its social media channels in the US, Japan, China, Mexico, Germany and Brazil to broadcast the events taking place around the city. Supporting activities around the world will include special consumer events, retail partnerships, in-store displays and brand-focused videos showcasing the everyday effect of using P&G products.
Last summer, P&G partnered with Walmart for a month-long marketing effort that literally took to the streets of New York in a “@PGMobile” truck which made stops around the city. On the side of the truck appeared giant QR codes which consumers could scan with their smartphones so they could instantly buy select P&G products at Walmart prices. Apparently, this experimental program was the precursor to a much bigger bash this year.