P&G web launch to target teens

Procter & Gamble is to develop a series of web sites targeting particular groups of consumers, from teenagers to pensioners, in what will be seen as the first example of its stated intention to shift marketing spend from mass media.

Procter & Gamble is to develop a series of web sites targeting

particular groups of consumers, from teenagers to pensioners, in what

will be seen as the first example of its stated intention to shift

marketing spend from mass media.



P&G, the world’s biggest advertiser, has appointed Euro RSCG to develop

the first initiative; a web site aimed at European teenagers.



A P&G insider said Euro RSCG will work with web design and interactive

kiosk specialists to create a ’stimulating teen web environment’,

through which it can market brands such as Sunny Delight, Clearasil,

Tampax and Always.



The P&G source said that the idea was to move from ’mass marketing to

molecular marketing’.



He said: ’FMCG companies’ experience shows that there is little reason

why a consumer should visit, say, a Clearasil site. We are trying to

mimic the trend for internet surfers to visit ’virtual communities’ or

’virtual shopping malls’.’



As well as teenagers, P&G is looking at specific sites for women with

children, and older consumers. The company plans to carry this

group-specific marketing through to direct mail.



P&G has, over the past few months, said that it will invest heavily in

interactive marketing. In August it created a global Interactive

Marketing Team and forecasted that 80% of P&G’s marketing spend by 2002

would be on digital media, including the internet.



The web development comes in the same week that P&G consolidated its

worldwide advertising for Vidal Sassoon with Leo Burnett. The ad switch

is set to be the first of a series of ad agency changes as the packaged

goods firm tries to streamline its agency arrangements across

brands.



Leo Burnett will also be responsible for the relaunch of P&G’s Vidal

Sassoon haircare range.



Vidal Sassoon, previously handled by Euro RSCG both in the US and

Europe, will be called VS Sassoon. The new range will start appearing in

the UK from early next month in selected Boots stores. Advertising will

not start until early next year.



The intended spend for the relaunch in Europe is thought to be pounds

10m, with media being bought in the UK by Leo Burnett, MediaVest and

MediaCom.



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