Marketing Blurb likes laundry as much as the next guy (which is not especially much.) Fortunately, however, Procter & Gamble cares deeply about laundry. So much in fact, that along with their advertising agency, Saatchi & Saatchi, P&G executives spent a week living with consumers in Kansas City, MO, and Charlotte, NC to understand the role of laundry in their lives. Participants joined the families for meals, work, grocery shopping movies, and errands. 
“We got to an incredibly deep and personal level,” said Julie Woffington, Tide's North American associate marketing director. “We wanted to understand the role of laundry in their life. And it’s really not a huge role like it was in the 1950s.”
P&G and Saatchi & Saatchi are using this information to craft a new advertising campaign for Tide called “Tide knows fabrics best.” If you do not believe Marketing Blurb, please check this in Ad Age (free registration required.) PS—if would have proved far less costly for P&G to consult Marketing Blurb. We already knew that laundry was not as huge a role in the lives of consumers as it was in the 1950s. Photo Credit: Procter & Gamble.
One of my co-workers owns a company that does the Search Marketing for P&G.
I got some very interesting insights into how marketing is done for Brand Sites (and Brands) in general via Bill Hunt and Mike Moran's book Search Engine Marketing Inc. http://www.amazon.com/gp/product/0131852922/ref=ase_globalstrat00-20/103-8332713-3735029?n=283155&tagActionCode=globalstrat00-20 published by IBM Press.
Posted by: WebMetricsGuru | February 12, 2006 11:58 PM | Permalink to Comment