Defense

P&G’s Olympic Shocker

16 Feb , 2010  

The 2010 Winter Olympics are turning out to be quite surprising, at least in terms of the advertising.

Topping the list is P&G, which this weekened unveiled a new advertising campaign that represents a huge strategic shift for the company.

P&G has long been one of the world’s best examples of a company with a “house of brands” strategy.  The name P&G has largely served just as a company name.  Each brand stood alone: Tide, Crest, Papers and all the rest.  While it was possible to figure out the brands were from P&G, this fact was not promoted at all.  P&G put coupons for all the brands in the same Sunday insert, but that was about as far as it went.

This week, however, P&G started advertising the P&G brand.  This is a dramatic strategic shift.  The company is targeting Moms with the tag line: “P&G. Proud Sponsor of Moms.”  You can see all the ads and other elements of the program at the website, www.thankyoumom.com

The campaign is pure emotion. There are no attributes and no benefits. The ads include many P&G brands; the logos flash up at the end of the commercials. But the ads are overwhelmingly branded P&G.

This is big shift for P&G and it is a bit hard to figure out.  Has P&G decided that the corporate parent brand plays an important role in decision-making?  Will the company turn P&G into a consumer brand?  Will we be seeing a lot more of P&G?

There are pros and cons to a move like this.  Supporting P&G is certainly efficient, since P&G has brands in dozens of categories.  But it isn’t clear how much consumers care about the P&G brand or to what degree P&G can own a positioning that really differentiates and adds value.  P&G cares about moms.  This is great, but does that make someone choose Crest over Colgate?


Leave a Reply

Archives

Conversation Across the Site

  • Bonnie Halpern { Thank you so much for another wonderful webinar. I attend the in-person event every year in NYC. I am so happy that you had a... }
  • Tammy Williams { Always enjoy your perspective, Tim, thanks for sharing your insights and expertise. It's truly going to be an interesting game! }
  • Katherine E Brown { It really depends on the fair and the kid. Our local fair has 80% feeder pigs bought from auction or a local person or two... }
  • Todd { Thank you for this insight, Professor. Students rarely have any insight into the mind of a professor or teacher at any level. Come to think... }
  • Mark Sheldon { Very interesting. Thank you and I think your analysis is generally correct. The one thing I would add is that in a small zoom class... }
  • Marty { Ford , built for change ? This is the company Hank almost bankrupted by refusing to replace the model T }
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.