Procter & Gamble, the inventor and best known practitioner of brand management, is finally getting around to branding itself.
In its first-ever corporate campaign, 17 of P&G’s brands are featured under its singular umbrella. In partnership with the U.S. Olympic Committee, P&G is running two new TV spots and an accompanying multi-channel campaign during the Winter Games.
Well known as the largest advertiser in the world, P&G has previously executed its marketing brand by brand. It is often cited as the premier example of a “house of brands.” Until now, with the exception of tags at the end of TV spots in China and Japan, P&G has never marketed itself as a brand.
“ … we do not intentionally promote our company name unless it’s to build rapport for a new product, ” says Daisuke Hase, P&G External Relations Supervisor, at J@pan Inc. ” … we don’t tag our name on a product unless necessary.”
Things have changed.
The reason? At Marketing Daily, Kirk Perry, P&G Vice President, North America, says the Winter Games are the right time and place for the company to take a unified corporate approach.
“We know the Winter Olympics are the number one sport among women 18 to 34 and the second-most watched among men after the NFL,” says Perry. “And, given the economy, people are taking vacations closer to home. The Olympics are a terrific family event. And this will be a terrific return relative to other options.”
In Brandweek, P&G CMO Marc Pritchard says, “P&G may not be in the sporting goods business, but we are in the business of helping moms. We strive to help improve her life and the life of her family, in small, meaningful ways. The common denominator between P&G and the Olympic Games is the connection with moms.”
As part of the campaign, P&G is running a Tribute to Moms video on its web site. Its Thank You, Mom campaign site is complete with mom blogs, videos, photos, and a Twitter feed from the Games, plus (of course) product information and coupons.
Consistent with the mom theme, the company is helping defray the cost of travel to Vancouver for mothers of competing athletes. The athletes will also participate in the campaign, which includes advertising, PR, in-store merchandising, mobile, digital and direct mail.
Perry says, “It’s our most-integrated marketing plan behind a single event ever.”
What do you think of this change in strategy from the originator of brand management?
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