Procter & Gamble promotes new products with multichannel marketing effort
Published October 21, 2010
Procter & Gamble, producer of a number of popular consumer-facing brands, is encouraging shoppers to try new products with a multichannel marketing campaign that began on Thursday.
The "Have you tried this yet?" initiative supports 18 products, ranging from new Bounce dryer bars to Pringles potato chips. Melanie Healey, the 20-year Proctor & Gamble veteran who is leading the project, told the Wall Street Journal, "The bottom line is there's a lot of growth in North America to be had. Our whole organization is focused on how we get more P&G households to carry more P&G products."
On Thursday, Procter & Gamble is opening a temporary store in New York City where consumers can sample products featured in the campaign. The brand is also launching a new microsite with user-generated reviews and running print ads in Sunday newspapers with more than $113 worth of discounts.
Procter & Gamble has traditionally used multichannel marketing initiatives to promote its products. Earlier this year, for example, the company promoted Pepto Bismol through Facebook.