The global “Everyday Effect” campaign launched yesterday (19 June) in New York with the company’s largest ever consumer sampling event. UK activity will launch next week.
P&G Blue Boxes, named after the company’s blue corporate logo, will be handed out in key cities around the world, starting in New York, and online. They will include samples of a range of its products in an effort to demonstrate how its brand innovations “help improve everyday life”.
The firm is giving away samples of its products at moments when consumers need them, for example coffee drinkers will be given samples of its Scope mouthwash, taxi drivers will be handed Febreze car vent clips for taxis and people walking their dogs will receive Iams dog treats.
The multi-brand campaign aims to encourage people to try more of P&G’s brands and products. P&G claims more than 4.6 billion people use P&G products every year.
More than 40,000 samples of its Cover Girl, Gillette, Duracell, Pampers, Old Spice, Febreze and Crest brands were handed out in New York.
The global campaign also includes consumer events, retail partnerships, in-store displays and brand-focused “experiment” videos showcasing the everyday effect of using P&G products. It is rolling out across the US, Japan, China, Mexico, Germany and Brazil.
Product innovation has been identified as a key focus for P&G by new CEO AG Lafley. He took over from Bob McDonald last month. McDonald had come under pressure from investors concerned that the rate of innovation and sales growth was not as fast as hoped.