P&G axes mag in favour of website

Procter & Gamble (P&G) has ditched its customer magazine, Mustard, after a six-month trial. The company is planning to target mothers of young children with the launch of a lifestyle website and newsletter called Fresh Living.

A P&G source describes Fresh Living as “a new marketing tool to help us strengthen our relationship with consumers”. The insider adds that the company has no plans to continue with Mustard following its test launch, which targeted mothers by offering household ideas and advice, product news and competitions.

The name of P&G’s launch is similar to Condé Nast’s new magazine Easy Living, although a company source denies any attempt to confuse consumers.

Fresh Living will carry the tagline “Fresh Living – for you, your home and your family”. The website and newsletter will feature editorial on topics such as garden makeovers and home improvements, as well as fashion, beauty and health. They will also promote a wide range of P&G brands, such as Ariel, Fairy and Flash.

A company source says: “As Fresh Living is a new marketing tool we still are testing it. Driving traffic is secondary to making sure we have the right concept to connect with our consumers.”

Earlier this year, P&G distributed copies of Mustard with The Daily Express (MW May 27). It also sent the magazine to 300,000 female customers with children taken from its database.