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
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
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