P&G unites innovation, value in multipronged campaign, pop-up store


Several computers located in the store allow consumers to sign up to receive samples, coupons and product reviews via PGtryit.com.

Several computers located in the store allow consumers to visit the eStore, which sells P&G brands.

Nataraj Iyer, P&G's associate marketing director of multibrand and commercial innovation, was on hand at a special preview event at the pop-up store on the evening of Oct. 21.

Rolanda Johnson, a P&G beauty scientist who is responsible for working with dermatologists and clinicians, addressed the crowd.

On hand for a brief presentation was Michelle Callahan, a TV host, relationship expert, coach and developmental psychologist.

Kimberly Danger, the creator of Mommysavers.com, frugal expert and author, gave a brief presentation.

In response to a national survey, which found that many women often are disappointed with their purchase of household products and desire more product innovation, Procter & Gamble has developed the multipronged “Have You Tried This Yet?” campaign as a way to highlight the manufacturer’s newer, more unique products. As part of the campaign, P&G opened to the public on Oct. 22 an interactive pop-up store in New York to drive awareness and product trials.

The temporary store, located at 101 W. 57th St. near Sixth Ave., will be open through Oct. 31, offering consumers free demonstrations and product samples from such brands as Olay, CoverGirl, Febreze, Charmin, Pringles, Bounty and Tide.