Can Your Toothpaste Change Your Life? P&G Thinks So

'Everyday Effect' Campaign Aims to Show Just How P&G Touches And Improves Lives

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Procter & Gamble has been saying for seven years that it touches and improves lives. Now it wants to show you how.

The company's latest corporate campaign effort shines the spotlight more on its brands, making product pitches within a feel-good image campaign. Led by WPP's Grey with digital creative assistance from Yahoo, "The Everyday Effect" launched quietly in January with a 60-second online video, adapted last month into a 30-second spot running on cable and several spot TV markets.

"We're featuring how each of our individual brands has a positive effect on people every day, whether that be a great night of overnight sleep for Pampers or helping kids brush their teeth so they have a great day at school," said Global Brand Building Officer Marc Pritchard in an interview. The goal with this, like other multibrand programs, is to get people who use one P&G brand to try others, or "cross-brand trial," he said.

Everyday Effect has been fully hitting its stride in the past month with individual brand videos from Tide and Swiffer launching as part of the campaign and a related "blue box" multibrand sampling effort in New York City. For the individual brand efforts within the campaign, Mr. Pritchard said individual brand agencies such as Swiffer's Publicis Kaplan Thaler or Tide's Saatchi & Saatchi are working alongside Grey and Yahoo.While P&G's "purpose-driven" corporate branding got its biggest play under recently departed Chairman-CEO Bob McDonald, it actually began under his predecessor-turned-successor A.G. Lafley. For seven years, the company has been "Touching Lives, Improving Life," a registered trademark. Then in 2010, P&G became "Proud Sponsor of Moms" in an Olympics effort that grew bigger and more global with the 2012 London games.

Where P&G's past corporate efforts were often vague on exactly how the company touched and improved lives, "Everyday Effect" draws the picture more clearly. The current 30-second ad, for example, depicts Pantene and Tide instilling confidence in kids through shiny hair and clean clothes respectively. And a 3-minute "Swiffer Effect" online mini-documentary that launched last month recounts how the brand's products make life easier for a couple in their 90s.

"People want to know what the brand does," Mr. Pritchard said, "which is why we're showing how each of these brands can effect things from a functional performance standpoint. But they also want their hearts to be touched. This is a combination of winning the hearts and minds."

The campaign extends rather than replaces the earlier corporate efforts, Mr. Pritchard said. While he declined to disclose spending, he said "Everyday Effect" won't be as big as last year's Olympics effort, which helped push U.S. measured-media spending on the P&G corporate brand into nine figures for the first time last year at $102 million, according to Kantar Media.

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