Procter & Gamble plans to distribute more than 40,000 samples Wednesday in New York City to help consumers tie the P&G name to its brands. "It's the world's biggest stage," said Jodi Allen, vice president of North American marketing and brand operations. Products from 25 brands will be given out, including Crest, Pampers and Cover Girl.
Procter & Gamble is adding a line of scented bar soap to its 75-year-old Old Spice aftershave brand. "We know that 42% of guys use bar soap in the shower, but only 15% of bar soap has 'manly' scents," said Jason Partin, brand manager for Old Spice.
Procter & Gamble is launching Gain dishwashing soap and a Febreze with Gain line that includes fabric refresher, Air Effects, candles and Noticeables. Expanding the Gain line beyond laundry detergent is intended to raise awareness of the Gain scent, particularly among Hispanic consumers.
Procter & Gamble's emphasis on "product experience," including the shape of a product's bottle and its scent, is beginning to show sales dividends with Gain detergent, which in September crossed the billion-dollar mark in sales.
Procter & Gamble is targeting the Hispanic population with Spanish-language ads, new scents and flavors and multilingual packaging in an effort to boost sales with this growing market. Gain is one product featuring English and Spanish on the box. Other products packaged for Hispanics: Crest Whitening Expressions toothpaste, Ariel detergents and Charmin Scents toilet tissue.