P&G Reinvents the “New”
Procter & Gamble, one of the world’s largest consumer goods manufacturers, is keenly aware of the power of “new” but also cognizant of consumer’s skepticism of what this really means. Instead of succumbing to typical marketing messages by repositioning old products as new, they instead chose to redefine the concept of new by constructing a campaign asking consumers a simple, yet engaging question: Have you tried this yet?
This campaign highlights a variety of products that have been on the market for 6 –18 months and touts the innovation behind the product to extend the sense of new. They cleverly reinforced this campaign with a direct marketing strategy revamp that involved many consumer touchpoints, such as attention-grabbing images, cross merchandizing tactics, enhanced social media activity with peer reviews, and celebrity endorsements.
In just over two years, P&G’s sales increased by $500 million. But did the company’s message regarding the notion of “new” alter consumers’ emotional connection to the P&G parent brand at large?
To answer this question, let’s take a closer look at the BAV data…
The campaign launched in 2010 so we used historical BAV data to track the progress of the P&G brand from 2009 to the first half of 2013. Our data indicated that the campaign worked; consumer perceptions of the P&G brand changed on important BAV dimensions. The new marketing strategy helped mold P&G into an innovative brand in the eyes of consumers. Specifically, BAV data showed a 36% increase in Energized Differentiation for the P&G brand.
Of course, what was new in 2010 has become old in 2013, yet P&G has not lost focus. The company continues to invent and reimagine, as seen by their more recent tagline: “Try it & Love it.” With this, they hope to make brand advocates out of more consumers and induce trial through reviews, samples, coupons and tips.
It seems that the passage of time not only invites constant reassessment of “the new,” but also provides the lens through which we can determine whether companies like P&G handle this reassessment successfully.
Can P&G continue to reinvent new? Only time will tell…