P&G kicks off global consumer event

Procter & Gamble has launched a new campaign named The Everyday Effect. Described by the FMCG giant as “the largest consumer event in the companys 175 year history”, the campaign is said to demonstrate how P&G products “make everyday life better”. The results will be broadcast via Twitter (#EverydayEffect) and through content featured on its website, pgeveryday.com/everydayeffect.

As part of the campaign, over 40,000 products from 25 P&G brands including Cover Girl, Gillette, Old Spice and Crest, will be distributed in various cities around the US. The event kicked off in New York on 19 June, and will extend to various P&G markets around the world through consumer events, retail partnerships, in-store displays and brand focused videos showcasing P&G products. It will also be promoted through P&G social media channels in Japan, China, Mexico, Germany and Brazil.

"Were 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. "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. Thats what we call the P&G Everyday Effect."