P&G Expands ‘Future Friendly’ Marketing Effort
Procter & Gamble is strengthening their efforts towards environmental consumer education by doing a marketing campaign that hopes to engage at least 50 million U.S. households in their Future Friendly program. Future Friendly was introduced at the September 2009 Clinton Global Initiative conference and will make it into stores sometime in April. The brand aims to reach consumers by allowing them to buy "green" products without paying more and by giving them the information they need to make the purchase.
Posted Mar. 15, 2010
By Environmental Leader
P&G, which owns Tide, Pampers, PUR and Duracell, among other brands, first introduced Future Friendly at the 2009 Clinton Global Initiative in September of 2009.
Now, with a full marketing launch kicking off the week of March 29, P&G hopes
to reach or exceed its original pledge of providing conservation
education to at least 50 million U.S. households by the end of 2010.
In addition to television advertising and an extensive social
networking and consumer engagement component, more than 15,000 retail
locations will participate in the initial phase of Future Friendly.
Future Friendly-labeled products will begin to hit the shelves in early April.
Tide laundry detergent provides an example of how P&G intends to market its items under the plan.
P&G says that about 80 percent of the energy consumed in a
typical load of laundry comes from heating water. So, Tide will urge
consumers to wash in cold water, using Tide Coldwater, of course.
Tide Coldwater products will carry the Future Friendly seal.
Television ads start March 29, and P&G’s April edition of its
brandSaver newspaper supplement, will be delivered to more than 50
million households. The coupon insert will feature information about
and coupons for Future Friendly products.
Also in support of the national launch of the marketing program,
P&G and Ipsos Public Affairs have released findings from the
“Consumer Conservation Survey.”
– About 74 percent of consumers say they would switch to another
brand if it helped them conserve resources without having to pay more.
– About 37 percent say the reason they don’t lead a more
environmentally-friendly lifestyle is a lack of enough information
about what to do.
– About 58 percent say they would be at least very likely to change
the way they perform daily chores if it helped them reduce waste, save
energy and save water at home.