P&G Glowing All Summer With Marie Claire
P&G have a large range of summer beauty products which are all advertised separately but used by the same women at the same time. They realised that by grouping these together in a single campaign they could create a far greater share of voice and cross-over usage of their products in the crucial pre-holiday summer beauty routine. Eight P&G summer 'must have' products were identified for inclusion in the promotion, among them were Pantene, Clairol, Maxfactor, Gillette, Aussie and Olay.
Partnering with IPC meant P&G could utitlise The Origin Panel, IPC's nationally representative panel of 7,500 women to:
- Create one consumer relevant message across all touchpoints (PR, print, internet, TV)
- Exploit holistic retailing through customised product offers in store as well as online and include retail message offers on TV tag-ons
- Break through cluttered in-store display and visibility
For full details of how this was achieved click here Summer Secrets Case Study.
