P&G takes Manhattan
CINCINNATI — Procter & Gamble is launching its latest ad campaign in the Big Apple. Called the Everyday Effect, the campaign is the largest consumer event in the company's 175 year history and will involve P&G representatives showing New Yorkers why they should consume P&G products.
The company will demonstrate how its brands make “everyday life better” and broadcast results of these demos through on-the-ground reports, social media updates and content featured across the company’s website and social media pages.
Participating P&G brands include Cover Girl, Gillette, Duracell, Pampers, Old Spice, Febreze and Crest. More than 40,000 products representing 25 P&G brands are already being distributed throughout Manhattan.
The company will be offering free barber, salon, personal care, makeup and nail services at multiple locations. It will also deploy brand ambassadors in the streets of Manhattan who will offer free pedicab rides, product samples, brand giveaways and coupons. Meanwhile, the P&G Innovation Center at Herald Square will highlight the company's 175-year history and broadcast campaign-related events taking place in the city.
"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 place 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 U.S., Japan, China, Mexico, Germany and Brazil.
"For more than 175 years P&G has been innovating for the seemingly ordinary and we can't wait to demonstrate the true power of P&G products on the streets of Manhattan," said Jodi Allen, P&G’s VP of North America marketing and brand operations. "Those outside New York will also have the ability to experience the superiority and benefits of P&G products through social media opportunities on June 19."