Canadian Packaging

Procter & Gamble launch The Everyday Effect

P&G launches largest consumer event in its 175-year history.


June 19, 2013
by Canadian Packaging Staff

CINCINNATI—On June 19, 2013 in New York City, Procter & Gamble (P&G) launched an event that will share the power and meaning of its brands as part of its new campaign, The Everyday Effect.

Through what it is calling the largest consumer event in its 175-year history, P&G will serve the daily needs of New Yorkers and demonstrate how P&G products make everyday life better. The results will be broadcast to the rest of the country, live, through on-the-ground reports, social media updates and content featured across PGEveryday.com/EverydayEffect, Twitter (#EverydayEffect) and Facebook.com/PGEveryday.

P&G brands participating in the #EverydayEffect Live From New York event include Cover Girl, Gillette, Duracell, Pampers, Old Spice, Febreze and Crest. More than 40,000 products representing 25 P&G brands have been distributed throughout Manhattan at the moments people need them most, including Scope mouthwash for coffee drinkers, Febreze car vent clips for taxis and Iams dog treats for pet lovers. These city-wide events will enable people to directly experience the everyday effect, benefits and superiority of P&G products, including:

  • The delivery of everyday confidence through free barber, salon, personal care, make-up and nail services at multiple locations.
  • P&G brand ambassadors canvassing the streets of Manhattan with free pedicab rides, product samples, brand giveaways and high-value coupons.
  • Special deliveries by Pampers and appearances by the Charmin Bears, Old Spice and more.
  • The P&G Innovation Center at Herald Square highlighting the company’s 175-year history of innovation and broadcasting the #EverydayEffect Live events taking place in the city.

“We’re making a deliberate effort to demonstrate to consumers how our brands improve their everyday life in small yet meaningful ways,” says P&G North America Group president  Melanie Healey, P&G North America Group President.

She continues: “Regardless of a person’s unique challenge or need, P&G products provide daily benefits that improve quality of life – whether it’s helping newborns and their parents get a good night’s sleep or getting college students ready for life away from home, or simply getting that boost of confidence because of a clean shave, beautiful skin or a beautiful white smile. By providing innovative solutions to the challenges and needs faced in everyday life, P&G brands can help consumers in so many different but important ways. That’s what we call the P&G ‘Everyday Effect’.”

The New York event is part of a series of activities, programming and social media videos supporting the roll out of P&G’s Everyday Effect campaign.

Activities taking shape around the world include consumer events, retail partnerships, in-store displays and brand-focused ‘experiment’ videos showcasing the everyday effect of using P&G products. Social media assets will be distributed and available across P&G social media channels in the U.S., Japan, China, Mexico, Germany and Brazil.

“For more than 175 years P&G has been innovating for the seemingly ordinary and we can’t wait to demonstrate the true power of P&G products on the streets of Manhattan,” adds Jodi Allen, P&G’s vice-president of North America marketing and brand operations. “Those outside New York will also have the ability to experience the superiority and benefits of P&G products through social media opportunities on June 19.”

To support The #Everyday Effect Live event in New York, followers of the @PGEveryday Twitter handle have random opportunities on June 19 to win $100 worth of product from the P&G eStore. Visitors to P&G brand experiences throughout the city are also be encouraged to tweet photos using the #EverydayEffect hashtag for the chance to win a $10 certificate to the P&G eStore.

For more information and to see other examples of the Everyday Effect at work, visit PGeveryday.com/EverydayEffect or Facebook/PGeveryday.

For video footage from the June 19, 2013 The #Everyday Effect Live From New York event, visit P&G Everyday Effect video footage.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands, including: Pampers, Tide, Always, Pantene, Mach3, Bounty, Dawn, Gain, Charmin, Downy, Iams, Crest, Oral-B, Duracell, Olay, Head & Shoulders, Wella, Gillette, Braun, Fusion, Febreze, Ambi Pur, SK-II and Vicks. The P&G community includes operations in approximately 75 countries worldwide.

Visit www.pg.com for the latest news and in-depth information about the company and its brands.