Subscribe

P&G Reinvents the “New”

P&G Reinvents the “New” P&G Reinvents the “New” P&G Reinvents the “New”
09/10/13
1/3
by Annie Libertalis
Within the world of branding, companies often leverage the idea of “the new” by advertising their products as innovative, exciting and different in an effort to attract consumers. With time, however, the new inevitably becomes the old and brands must evaluate ways to maintain, or reimagine, their “new” status.

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…

annie blog 1annie blog 2

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…

annie blog 3

archive

2017
2016
2015
2014
2013
2012
December
September
All Content © 2017 BrandAsset Consulting
Subscribe

Subscribe to BAViewsletter, our monthly newsletter, and to weekly BAViews, our blog, to keep up to date with BAV’s latest insights.

BAViewsletter

Our monthly newsletter with the latest insights on specific subjects.

BAViews: Our Blog

A weekly article written by our specialized staff on relevant subjects.

Name*
Email*
Company*
Title
cancel
subscribe

By checking the box, you are indicating your consent to receiving further communication from us. For our opt-out process, please read our Privacy Policy.

Thank you
for subscribing!

Please check your inbox
to confirm your email address.

close
Contact Form

Fill out the form below letting us know what you’d like to talk about and we’ll get back to you.

Name*
Email*
Phone
City
Country
Job Title
Company
Subject*
Comments*
cancel
submit

We do not share your information, please read our Privacy Policy.

Thank you!

Your message has been submitted successfully.

close