P&G Launched Largest Consumer Event in 175 Years

When it comes to marketing, most consumer goods companies have turned much of their attention toward integrated digital marketing campaigns that create emotional connections with consumers.
 
The Procter & Gamble Company (P&G) has certainly jumped on the bandwagon, but it hasn’t given up on the good old-fashioned ways of marketing either — with social channel tie-ins of course.

On June 19, 2013, P&G set out to prove the superiority of its products with a freebie bonanza. Through the largest consumer event in the company's 175 year history (and as part of its new campaign, The Everyday Effect), P&G leveraged the world's biggest stage — New York City — to demonstrate how P&G products make everyday life better.

More than 40,000 products representing 25 P&G brands were distributed throughout Manhattan at the moments people need them most, including Scope mouthwash for coffee drinkers, Febreze car vent clips for taxis and Iams dog treats for pet lovers.

"We're making a deliberate effort to demonstrate to consumers how our brands improve their everyday life in small yet meaningful ways," said Melanie Healey, P&G North America Group president. "Regardless of a person’s unique challenge or need, P&G products provide daily benefits that improve quality of life — whether it’s helping newborns and their parents get a good night’s sleep or getting college students ready for life away from home, or simply getting that boost of confidence because of a clean shave, beautiful skin or a beautiful white smile. By providing innovative solutions to the challenges and needs faced in everyday life, P&G brands can help consumers in so many different but important ways. That’s what we call the P&G ‘Everyday Effect’."

The New York event is part of a series of activities, programming and social media videos supporting the roll out of P&G's Everyday Effect campaign. Activities taking shape around the world include consumer events, retail partnerships, in-store displays and brand-focused "experiment" videos showcasing the everyday effect of using P&G products. Social media assets will be distributed and available across P&G social media channels in the United States, Japan, China, Mexico, Germany and Brazil.

For more information and to see other examples of the Everyday Effect at work, visit PGeveryday.com/EverydayEffect or Facebook/PGeveryday.

For video footage from today’s The #Everyday Effect Live From New York event, visit P&G Everyday Effect video footage.

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