03.15.10
The Procter & Gamble Company (P&G) announced the U.S. expansion of Future Friendly, an environmental responsibility and consumer education platform it first introduced at the 2009 Clinton Global Initiative.
The multi-brand initiative brings together brands like Tide and Pampers for a simple mission: to help mainstream consumers save water, waste and energy at home, according to the company. A full media platform, including an extensive social networking and consumer engagement component, will be deployed starting the week of March 29, 2010 to reach or exceed P&G's original pledge of providing conservation education to at least 50 million U.S. households by the end of 2010. More than 15,000 retail locations will participate in the initial phase of Future Friendly, P&G reported.
The Future Friendly platform will show consumers how to use popular P&G products to achieve savings in water, waste and energy. For example, nearly 80% of the energy used in the typical load of laundry is in heating water at the consumer's home. By washing in cold water with a detergent formulated for that application – like Tide Coldwater – consumers can conserve this energy, and also help reduce their utility bills. Tide Coldwater products will carry a Future Friendly seal to indicate their energy-savings capabilities.
Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program. A television campaign will begin airing nationally the week of March 29, 2010. P&G's April edition of its popular Brandaver newspaper supplement, delivered to more than 50 million households, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.
Future Friendly has operated as a multi-brand effort in the United Kingdom and Canada since 2007, where it is supported by third parties such as Global Cool, the Energy Saving Trust and Water Wise. It was first introduced to U.S. consumers during a pilot executed in Cedar Rapids, Iowa that launched on Earth Day in April 2009. The results from the pilot as well as extensive consumer research and stakeholder input helped refine and build on the program's earlier successes in other markets.
The multi-brand initiative brings together brands like Tide and Pampers for a simple mission: to help mainstream consumers save water, waste and energy at home, according to the company. A full media platform, including an extensive social networking and consumer engagement component, will be deployed starting the week of March 29, 2010 to reach or exceed P&G's original pledge of providing conservation education to at least 50 million U.S. households by the end of 2010. More than 15,000 retail locations will participate in the initial phase of Future Friendly, P&G reported.
The Future Friendly platform will show consumers how to use popular P&G products to achieve savings in water, waste and energy. For example, nearly 80% of the energy used in the typical load of laundry is in heating water at the consumer's home. By washing in cold water with a detergent formulated for that application – like Tide Coldwater – consumers can conserve this energy, and also help reduce their utility bills. Tide Coldwater products will carry a Future Friendly seal to indicate their energy-savings capabilities.
Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program. A television campaign will begin airing nationally the week of March 29, 2010. P&G's April edition of its popular Brandaver newspaper supplement, delivered to more than 50 million households, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.
Future Friendly has operated as a multi-brand effort in the United Kingdom and Canada since 2007, where it is supported by third parties such as Global Cool, the Energy Saving Trust and Water Wise. It was first introduced to U.S. consumers during a pilot executed in Cedar Rapids, Iowa that launched on Earth Day in April 2009. The results from the pilot as well as extensive consumer research and stakeholder input helped refine and build on the program's earlier successes in other markets.