Digital advertising and marketing: only the best ideas worldwide, since 2003

Tag archives: P&G

P&G and “the first moment of truth”

on September 25, 2005 by Martina Comments

Dominic Basulto on Corante New York points to a very interesting article on the WSJ discussing the importance of in-store product placement. According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. To give you an idea of how it’s relevant, just consider that P&G created a position 18 months ago, “Director of First Moment of Truth” to produce sharper, flashier in-store displays. To tell the truth, Paco Underhill has been talking about the importance of in-store product placement since years. His book “Why We Buy: The Science of Shopping” is a must read not only for marketers, but for anyone interested in the aspects of shopper/store interaction. It is one of the first marketing books I read, and it’s amazing the lessons you learn from it, both as a marketer and as a consumer. Read it, and then your supermarket shopping experience will never be the same…

File under: , ,

P&G launches mobile video game

on February 2, 2005 by Martina Comments

Procter & Gamble has hired Aerodeon to create a mobile video game to promote its Head & Shoulders shampoo. Revolution explains the campaign is currently running in France and it’s supported with Tv ads and online advertising. The mobile game is a F1 racing game which reminds us this campaign has something in common with the one by Rexona: they both target male users. Are mobile male users more receptive to mobile marketing initiatives?

File under: , ,

Advertise here