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P&G Said Orders to Point Program Exceeded Expectations

By Published on .

CINCINNATI (AdAge.com) -- Procter & Gamble Co. said on Monday it would make good on toy orders placed to its Pampers Perks relationship marketing program by parents, some of whom have been waiting several months for their merchandise.

The diaper brand will send coupon books to parents with toys on back order under the program. Consumers redeemed points earned by buying Pampers diapers and other baby-care products to receive the toys. The program ran from Feb. 1, 2001, to Jan. 31.

P&G said it ran out of toys because consumer response to the program exceeded expectations and past experience.

The orders will be

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filled by summer, P&G said, adding that the majority of toys owed to program participants already have been shipped. For orders that came in after toy supplies were exhausted, P&G will send checks for the comparable cash value of the toy, plus shipping and handling charges remitted by program participants.

"We're sorry that we've disappointed even a single mom or dad," said Deb Henretta, president-global baby care of P&G.

While P&G did not disclose the number of parents who complained about the program, consumer feedback site PlanetFeedback.com has received dozens of angry letters from consumers. One letter noted that an order submitted in August still hadn't been received by March, while others said calls to the program's toll-free line went unanswered.

The company said it has added phone lines but continues to experience heavy call volumes.

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