12.23.16
How are rocket launches and BBQ ribs related to laundry? It may seem like a stretch, but Procter & Gamble is trying to conect the dots in an effort to boost sagging fabric softener sales. While sales of Tide Pods and Gain Flings have provided a big lift to the overall US laundry care market, sales of fabric softeners have, well, softened.
P&G's new marketing campaign attempts to educate millennials about the benefits of fabric softeners. One ad, for example, warns the damage that washers and dryers can do to clothes as "crushing them with 60 times the G-force of a rocket launch and baking them in a dryer that can get hot enough to cook ribs."
Will these onerous messages do the same for fabric care as warnings about dingy teeth and wrinkles have done for oral and skin care sales? Time will tell, but for a look at how well the laundry detergent business is doing, be sure to read the January 2017 edition of Happi.
P&G's new marketing campaign attempts to educate millennials about the benefits of fabric softeners. One ad, for example, warns the damage that washers and dryers can do to clothes as "crushing them with 60 times the G-force of a rocket launch and baking them in a dryer that can get hot enough to cook ribs."
Will these onerous messages do the same for fabric care as warnings about dingy teeth and wrinkles have done for oral and skin care sales? Time will tell, but for a look at how well the laundry detergent business is doing, be sure to read the January 2017 edition of Happi.