P&G burnishes corporate credentials with new ‘the power of the everyday effect’ campaign

Flush with its successful Olympics campaign hailing ‘Moms’ Procter & Gamble is back on the corporate advertising road with a new ‘The Power of the Everyday Effect’ epic, essentially claiming that it’s the little things in everyday life that matter most (and for which P&G probably has a product near you).

The company has even produced a report, The P&G Everyday Effect Report, based rather improbably on New Year’s resolutions as support for its case.

P&G’s North America group president Melanie Healey says: “People tend to think of everyday actions as ordinary. We don’t; in fact, we believe everyone deserves a day that is extraordinary. The simple, everyday things like healthy, shiny hair, or a beautiful white smile can make you feel like taking on the world. A boy’s clean shirt makes him stand tall and proud. A woman’s makeup can make her feel beautiful all day long. We’re calling this The Everyday Effect.”

And there’s more: “As we looked back through our 175-year history, one thing that stood out was our belief that behind every P&G product innovation is a single focus – to make life better. We’ve introduced brands that have changed the way people live, from helping a baby get a good night’s sleep to taking the drudgery out of laundry. This initiative is not just about sparking discussion, it’s about P&G as a Company continuing in that focus, of innovating to make everyday products that touch and improve everyday life. For us, that’s The Everyday Effect.”

Here’s the film.

Well why should tech companies like Apple and Samsung get all the glory? Or, more likely, Unilever abscond with the sustainability agenda.

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