Every P&G Brand Now Defined By a Purpose

Great post over @IEG on brand sponsorships and cause marketing: Procter & Gamble Understands The Value of Cause Marketing Better Than Anyone.

From Tide’s Loads of Hope to Pampers partnering with UNICEF, the CPG behemoth is doing more than greenwashing and slapping a cause on pack. 

As brand managers and their retail partners see financial gains from connecting with consumers along truthful, human, issue-based causes, these campaigns are being funneled back into the brand’s identity, becoming part of a consistent narrative that articulates itself at-shelf, on-air, and throughout the organization. 

  1. gigidowns posted this