Thursday, 18 February 2010

Procter & Gamble tune in to the Winter Olympics with an umbrella brand campaign

P&G are a corporate sponsor of the Vancouver 2010 Winter Olympics, and have released this short video, focussing on the people rather than medals / competitive side of the Games.

Nice messaging, well delivered and emotionally relevant to the vast numbers of US purse-holders who buy their many many products in lots of different categories, whether they wittingly know they come from P&G or not. If they didn't before, they might now.

For me, it's interesting to see that the FMCG super-giants are taking different routes in the digital world. Lifetime value of a given customer to a company is huge when you have a portfolio as vast as P&G, Unilever & Nestle to name but a few.

Yet so far only Unilever have consistently started more publically stamping their umbrella brand name on their brand communications so people realise how many Unilever products they have in the house. There's pros and cons to this approach of course as if as a company you make some bad decisions and fail to act with integrity in one part of your business then the knock on effect elsewhere is going to be more significant.

I smiled to myself last week when I read that Nestle have put out a brief looking for agencies to help them improve their disastrously bad profile in social media spaces. It doesn't take a genius to work out that if the action / issue that causes all the negativity (selling infant formula in Africa) isn't addressed then it's not going to get any better. Negative noise always lurks longer than the good stuff. Nothing new about that in PR terms, just now it's far more widely dispersed and very visible. Sticking your head in the sand and hoping it will just go away isn't going to work, as Vodafone found out last week when someone used the UK Vodafone Corporate Twitter account to say something that was very very inappropriate. Oooops.

UPDATE: Found this extra piece of P&G TVC work around the "Moms" / Olympics

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