P&G stages live advertising
Article Abstract:
Procter and Gamble Canada will launch a 'performance advertising' campaign for its Liquid Cheer laundry detergent brand. Starting May 3, 2000, nine troupes of actors will appear at 400 retail venues across Canada including Loblaws, Safeway, Zellers and Wal-Mart. Actors posing as shoppers will suddenly perform two-minute fashion-show-themed skits that promote the idea that 'Liquid Cheers loves your clothes as much as you do.' Rob Assimakopoulos, Cheer brand manager, said there is spontaniety and a human quality to performance advertising that is not available with other forms of advertising.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Fun with dull numbers
Article Abstract:
Dove is a brand toilet soap whose formula fundamentally differs from regular soaps. In 1992, its marketer decided to offer tangible proof of the brand's superiority as a reason to buy it through a 'litmus test' type of ad campaign, which made the soap Canada's No. 1 brand in the 1990s. A new out-of-home transit ad campaign for the soap based largely on a dermatologist survey has enabled Dove to maintain its position as the top- selling mild soap brand in Canada in 2000.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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P&G gets the stink out
Article Abstract:
Procter & Gamble will introduce its Febreeze Clean Wash in Canada with TV ads from Grey New York and TV and print teasers from Grey Canada. The ad campaign will begin in November 2000, will run for four months and will be shown in Canadian women's magazines. The ads will promote Febreeze as a tougher odor-eliminating product since this 40% of Canadian households wanted an "additive" laundry odor enhancer.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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