Kirstie Allsopp to front P&G Everyday Effects
Kirstie Allsopp is to front Procter & Gamble’s global Everyday Effects multi-brand campaign in the UK as the brand tries to encourage consumers to try more of its products.
She will star in PR, broadcast and branded content alongside TV psychologist Linda Papadopoulos. Previously, Allsopp has fronted ads for rival Unilever’s Persil laundry brand.
P&G will also introduce its ‘Blue Box’ sampling activity targeting groups of consumers in significant life stages. For example new mothers will be targeted with new baby and pampering brands such as Pampers and Olay or young people moving to University will be targeted with samples of household products such as Febreze and Ariel.
UK consumers can sign up to receive the Blue Boxes online. P&G says the activity takes its inspiration from P&G’s global multi-brand Olympics campaign which targeted mums.
The Everyday Effects campaign has been designed to show the “significance of everyday” and focus on the ways P&G’s products can enhance consumers’ lives in small ways that make a big difference, such as freshly laundered clothes, clean hair or a clean-shaven face.
Marina Barker, company communications director for P&G Western Europe, says the Everyday Effects campaign, which is set to run longterm, is an “opportunity to engage with consumers in precious moments and celebrate P&G’s 175 years by highlighting product linkage and the superiority if our brands”.
Alongside, P&G is introducing a sustainability campaign under the Everyday Savers banner designed to demonstrate how consumers can save money and reduce their environmental impact every day by doing things like turning the temperature down on the washing machine and only boiling as much water in the kettle as they need.
P&G has partnered with Mrs Moneypenny, the star of Channel 4 show Superscrimpers, to front the Everyday Waste Savers campaign alongside sustainability organisations Energy Saving Trust, Waste Watch and Waterwise.
The global campaign kicked off in New York last week with P&G’s biggest ever sampling and experiential campaign.