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Posts Tagged ‘P&G’

NBCU Breakfast: SJP, Andy Cohen, and Keeping It Real When Marketing to Moms

Bravo's Andy Cohen, Sarah Jessica Parker, NBC News' Andrea Mitchell (who moderated the panel discussion), and Lauren Zalaznick, chairman, Entertainment & Digital Networks and Integrated Media at NBCUniversal Photo by: Jason DeCrow/NBCUniversal

Moms, moms, moms. That seems to be the hot topic at Advertising Week. This morning, ladies (and a few gentlemen) gathered near Herald Square at the semi-annual Women at NBCU “Power of the Purse” breakfast for a panel discussion on marketing to moms. But first @BravoAndy and Sarah Jessica Parker did a Q&A! It was like an episode of Watch What Happens Live, but live.

During a quick word association, SJP said shoes are a “necessity” and Michelle Bachmann is “foreign.” Then she said her shoes were Roger Vivier. Then she did a cute impersonation of her two-year-old daughter Tabitha and talked about Matthew Broderick. And finally, she said SATC’s Carrie Bradshaw reminded her of female characters in turn-of-the-century books. “Those women who looked a certain way, but inside there was a whole different complication.” Yay!

But back to the topic at hand — marketing to women. The on-stage conversations often turned to some new stats from a Women at NBCU survey: 49 percent of the mothers surveyed said they aspire to be “traditional”; only 12 percent said they feel they’re accurately portrayed in advertising; and the “breakdown of the traditional family” was the second most serious problem identified, after drug use. (Women at NBCU surveyed 3,224 moms and 403 dads this summer and conducted focus groups and at-home visits.)

SJP said that she considered herself traditional despite her job. “There’s no archetype we can market to,” she said. “You can’t be all things to all people. You have to speak to a truth.”

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P&G May Move Gillette Business

Ad Age reports that P&G’s Gillette brand, which has worked with Porter Novelli for more than 20 years, may take its business elsewhere. P&G spends between $4 million and $6 million on PR for this brand.

P&G’s James Moorhead, who previously worked on Old Spice, became the associate marketing director for Gillette in May. And the brand just finished a pricey launch of the Gillette Fusion ProGlide.

PN is expected to re-pitch for the business. While the firm did make a high-profile hire earlier this month, it was accompanied by a few executive layoffs. A decision on the account is expected in October.

What’s Going On at BlogHer

BlogHer has become a big deal, with 3,000 visitors expected between yesterday’s kick-off and tomorrow’s finale. DeVries PR offers some tips for those attending the San Diego event, to help from getting too overwhelmed. PepsiCo is also trying to make things a little more intimate, taking some activities off the show floor to smaller settings.

According to Jamie Stein, director of digital initiatives at PepsiCo, the company has a variety of brandcentric happenings planned like a Quaker pod off the show floor where folks can taste a new Chewy granola bar and a Trop50 CSR program with E! host Giuliana Rancic to support free school breakfast programs. “These women are important to us and to our long-term success,” Stein said.

BlogHer is also making news because of findings about young children and their use of smartphones.

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Roll Call: BlackRock, Sara Lee, Visible Technologies, and More

Linda Robinson, who helped found Robinson Lerer & Montgomery in 1986, has joined BlackRock, an investment, advisory, and risk management company, as senior MD and global head of marketing and communications. R.L.M. partner Jim Badenhausen is also joining BlackRock as MD and global head of corp comms. The NY Times has the announcement letter and Robinson’s memo.

Sara Lee has hired Robin Jansen as VP of IR, working out of the company’s Utrecht, Netherlands office. Jansen joins from Danone, where he was director of IR.

Blythe Reiss has joined APCO Worldwide to lead its food and consumer products practice in NY. Reiss was previously VP of comms in the Americas for Electrolux Group, overseeing corporate communications, issues management, and internal comms for the company.

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New Old Spice Ad, But No Isaiah Mustafa

There’s a new Old Spice ad featuring a man in a suit who gets half-eaten by an alligator. This is not the shirtless, diamond-bearing Old Spice man Isaiah Mustafa that we’ve grown to love! Mashable says it’s unclear whether this means Mustafa won’t be returning to the role. P&G, say it ain’t so! What do you think folks?

No More Drama for P&G

In a Bloomberg story, P&G is talking up some big numbers resulting from the Old Spice/Isaiah Mustafa “Smell Like a Man Man” campaign:

— Number of impressions (people who saw, read, or heard about commercials): 1.8 billion.
— Number of YouTube views for Old Spice and related videos: 140 million and counting.
— Increase in Twitter followers for Old Spice: 2,700 percent.

With increasing activity on social media, P&G has big plans for Twitter, Facebook, and YouTube. But ratings for soap operas continue to decline, and the company has ended its 77-year sponsorship in the daytime dramas. The last P&G soap opera, As the World Turns, ended in September. It was P&G’s sponsorship that led to the term “soap opera.”

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TwitterMoms Awarding Its ‘Seal of Approval’

TwitterMoms, a mom network of over 27,000 members, has introduced its own seal of approval system that will rely on real-life evaluations for products. The TwitterMoms Seal of Approval will also give consumers the ability to view ratings and feedback via a mobile site accessed by a QR code.

According to the press release, product evaluations are conducted by a diverse panel of moms – from different economic backgrounds, various geographic areas, and with different sized families. “To be awarded the Seal of Approval, a product must meet or exceed expectations in all areas of the evaluation 85% of the time and the same percentage of evaluators must be willing to recommend the product to others,” the press release says.

Quickie Manufacturing and P&G have partnered with TwitterMoms for its evaluation. A new version of Quickie’s Microfiber Twist Mop will launch next month with the TwitterMoms Seal of Approval. And P&G’s Dawn dish soap has used a TwitterMoms panel to evaluate a claim in one of its ads.

“For marketers, the benefits are twofold: They get customer feedback on products and marketing strategies, and they’re able to escape some of the finger-pointing that comes from sending bloggers new products, often in hopes of getting gushy reviews,” Elaine Wong writes for Adweek. Companies pay TwitterMoms to participate and TwitterMoms pays its panelists.

Victory for P&G, But Will Baby Bottoms Still Suffer?

crying-baby.jpgThe US Consumer Product Safety Commission and Health Canada have found no link between P&G’s Pampers Dry Max diapers and reports of diaper rash. Moms took to Facebook earlier this year saying their babies were developing diaper rash or even getting “chemical burns” from using the diapers. The agencies (curiously) have both said they’ll continue to evaluate the situation and update mothers.

A P&G spokesperson said there was a dip in sales of the diapers, but the business has rebounded. Pampers account for 11 percent of P&G’s revenue, according to the Wall Street Journal. (sub req’d)

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