P&G kicks off Facebook campaign for Children’s Safe Drinking Water program
CINCINNATI — In an effort to support its Children’s Safe Drinking Water program, Procter & Gamble is enlisting Facebook users to participate in the program’s global efforts.
Through the “1 Like = 1 Day of Clean Drinking Water” campaign, P&G will donate one day of clean drinking water through CSDW for each “like” on the P&G CSDW Facebook page. The campaign also will share stories, photos and videos from the field that demonstrate how CSDW works with various partners worldwide to distribute the water purification packets, which contain a powdered water-purifying technology developed by P&G and the Centers for Disease Control and Prevention.
“As we work toward our goal to save one life every hour by 2020, we want others to play a part and share in our journey,” P&G chairman, president and CEO Bob McDonald said. “This is one simple, but meaningful way for people all over the world to help us touch and improve lives by sharing clean drinking water.”
Bounce looks to show nothing will be ‘the new black’ with ‘Love, Loss, and What I Wore’ partnership
CINCINNATI — Fabric softener brand Bounce has teamed up with a hit Off-Broadway show to underscore the role of black clothing in a woman’s wardrobe.
Through its partnership with "Love, Loss, and What I Wore," Bounce will engage women across the country in a conversation about what black clothing means to them and how it helps them to look and feel their best. The partnership is based on the idea that “nothing will ever be the new black,” a line said in the play.
As part of the alliance, Bounce will follow the show on its national tour and will host opening night events in New York, Charlotte and Detroit. Attendees to all shows will receive samples of the Bounce Dryer Bar so they can try the product on their own black clothing to see how it helps repel lint and hair. What’s more, people can learn more about Bounce and "Love, Loss, and What I Wore" on the Bounce Facebook page with exclusive footage from the show, never-before-seen interviews with the cast and stories from the audience about their experiences with black clothing.
“Women everywhere can relate to the funny and poignant stories from ‘Love, Loss, and What I Wore’ about clothing and the memories they trigger, and black clothing in particular,” Bounce brand manager Charlene Butcher said. “In partnering with the show we want to express the integral role of black clothing in a woman’s wardrobe and share the best tips and tricks to keep it looking even more brilliant, particularly using Bounce to help repel hair and lint.”
Added benefits stick with consumers
Gum sales might not be soaring at the rate they once were, but industry experts say there’s still steam left in the category. Functional gums may become a bigger part of the category. Wrigley and Trident both introduced gums with benefits. Wrigley’s relaunched Extra Ice brand is positioned as having oral benefits, and Cadbury’s Trident Vitality contains vitamin C. Kraft also launched a Stride flavor, Whitemint, featuring Olympic snowboarder Shaun White.
The article above is part of the DSN Category Review Series. For the complete Gum Sell-Through Report, including extensive charts, data and more analysis, click here.