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Buice Public Relations
Campaign Proposal
Proctor & Gamble- Tide Pods
Buice Public Relations
15 E. Grand Ave.
St. Louis, Missouri
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Table of Contents
Agency Details ................................................................................................ 2
Executive Summary ........................................................................................ 3
Situation Analysis ........................................................................................ 4-8
Target Media Distribution Channels .......................................................... 9-11
Campaign Objectives ............................................................................... 11-14
Digital PR ...................................................................................................... 15
Audience Analysis ................................................................................... 15-16
Campaign Budget ..................................................................................... 17-19
Campaign Calendar .................................................................................. 20-21
Evaluation ..................................................................................................... 21
Campaign Summary ...................................................................................... 22
Publicity Tactics ............................................................................................ 23
Addendum/Press Kit ................................................................................ 24-68
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Agency Details
Buice Public Relations began in 2010 in St. Louis Missouri with a small group of five
public relations specialists. We now employ over 200 individuals in three different cities across
the United States, including Atlanta, Georgia; New York, New York; and our origin city, St.
Louis, Missouri. All our offices are in downtown areas where employees can stay in touch with
the “outside world.” Regularly scheduled outings and events gives our employees a constant
understanding of consumer markets and trends nationwide. In addition, our employees regularly
attend trade shows and conferences to stay on top of new industry developments to better serve
our clients in a rapidly changing world
As the company, and internet, rapidly developed, Buice Public Relations became a
forerunner in the world of social media. We have managed product launches such as the 2016
Pampers Preemie Swaddles. With this product we produced a video titled: Touch of Love. To
date, this emotionally charged video has seen 4.5 million views on YouTube and had made
waves in parent groups across the country. This video, in addition to several follow up videos,
resulted in a product sales increase of 10.6%. In 2017 we completed a product launch with
Downy to debut their “Unstoppables” line. This campaign included videos and shorts of popular
TV show characters, namely Titus from “Unbreakable Kimmy Schmidt” who appealed to the
millennial audience. Overall, our firm has quickly set ourselves apart as a leader in the public
relations world.
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Executive Summary
The ultimate goal of this campaign is to “turn the tide” of the damage caused by the
recent Tide Pod Challenge. Procter & Gamble has over 180 years under their belt. It has become
a part of many households across the world through their wide variety of consumer-oriented
products. The Tide Pod challenge brought negative publicity to the company. Company stocks
have decreased as fears of laundry detergent poisonings increased. However, this does not spell
the end of this brand. In fact, this is an opportunity for Procter & Gamble to appeal to their
customers and reassure consumers of the safety of their product.
Mothers ages 35-45 and 25-34 are the primary household purchasing power. Promoting
the safety of Tide Pods and their benefits will help reassure this audience that this product is safe
for the entire family. Overall, this campaign will achieve the objectives of enhancing the public
option of Tide Pods, increase sales of Tide Pods, increase the amount of positive social media
coverage about Tide Pods, and convince consumers that Tide Pods are worth the extra cost.
This campaign will utilize several media strategies. Digital media will play a large part
several tactics being delivered via online streaming sources such as Spotify and Hulu. These
services allow the campaign to target specific audiences without having to guess what shows or
music our target audiences are consuming. Instead, the campaign will only pay to show content
to the consumers it is aimed towards. This campaign will also use social media content to combat
the presence of the Tide Pod Challenge. Additionally, advertisements on mobile apps will be
used, again targeting the audiences the content is geared towards. Both of these strategies will
bring Tide Pods into the everyday life of consumers. This will create a familiarity with the
product and decrease public fear of it.
Overall, the campaign will cost $2,397,000.00 and run from May until September with
evaluations in October. The campaign will also include an event that will run across the United
States and feature a popular football player. Evaluations will gauge how well each campaign
objective was met. This will be done through a combination of surveys and focus groups.
With the Tide Pod Challenge taking the world by storm, it is imperative Procter &
Gamble repair their public image. This campaign will reassure the public that Tide Pods are a
safe and reliable family option. Additionally, it will increase company profits. The digital nature
of the Tide Pod Challenge requires that this campaign use modern technology to reach
consumers in new and innovative ways. By engaging with this campaign, Procter & Gamble can
freshen up the laundry industry, just as they have been the past 180 years.
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Situation Analysis
In January of 2018 a viral internet trend took the world by storm. The viral meme of
eating laundry pods began when Tide Pods were released in 2012. However, it came to
prominence with the release of a March 2017 CollegeHumor video joking about how Tide Pods
seemed appealing to eat. Following this video, several other internet memes further escalated the
joke of eating Tide Pods, even going so far as to call them a "forbidden fruit." Finally, in January
2018, the “Tide Pod challenge” appeared. Teenagers and young adults began a challenge where
individuals dissolved a pod in their mouth. Since then, the United States has seen a dramatic
upswing in teenage pod poisonings, with poison control centers seeing 39 teenage cases in
January of 2018. For reference, there were a total of 53 cases in 2017.
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This social media challenge has brought a modern problem to Procter & Gamble. Surveys
have shown that Tide Pods are being discussed more often, but primarily in a negative light.
Even in cases where other brands of pre-dispensed laundry detergent were at fault, Tide Pods are
typically named as the culprit due to their presence as a household name. This has resulted in a
5.7% decrease in the sales of Tide Pods. This is detrimental in a brand that is estimated to have
brought in over 1.5 billion dollars in sales last year. Currently, company stocks are down .66%
and have been falling for most of 2018. With this trend only gaining more traction, it is likely
that Procter & Gamble will fall far short of the expected $500 million dollars in sales revenue.
Strengths
• Leader in Market: 73% market share in the 309 million dollar pre-dispensed laundry detergent market.
• Household name: Most individuals refer to all detergent pacs as Tide Pods, even when using a different brand.
• Global Market: All geographic regions have contributed to overall net sales by Procter & Gamble
• Convenient and easy: Tide Pods only require users to toss one into their laundry and let the water do the rest.
Weaknesses
• Name is used, even in cases where other brands of pre-dispensed laundry detergents are involved.
• Safety concerns of the pods: There are existing concerns about children mistaking the pods for candy and a new trend where older children purposely eat Tide Pods.
• Expensive: Tide Pods are more expensive than other detergent types, such as liquid.
Opportunities
• Promote convenience of product: Appeal to busy, on-the-go families.
• Increase product safety measures: Come out with new safety features to prevent the eating of pods both accidentally and purposefully.
• Emphasize the reliability of Tide Pods: Tide Pods have proven over and over that they work, making them the reliable option for families who want to buy something that works.
Threats
• Tide Pod Challenge: Has brought negative publicity to the product and has decreased sales.
• Parents concerned about safety: Parents are worried about the safety of their children eating the pods accidentally or as part of a social media trend.
• Competitor Prices: Competitors have priced their detergent packs lower than Tide Pods. This is especially true for generic “off-brands.”
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In addition to the safety concerns, consumers also dislike the price of Tide Pods. A
Walmart.com search shows a significant difference between the price of Tide Pods and similar
products. Tide Pods cost anywhere from 33-44 cents per pod, depending on how many pods
were sold together. In comparison, the competitor’s product costs between 22-26 cents per pod.
Pods are even more expensive when compared to liquid and powder laundry detergents. Pods are
more than 50% more expensive per load than these more traditional products. In an age of
bargain shopping, more expensive products are often overlooked in favor of similar and cheaper
alternatives.
Despite these challenges, there is opportunity for growth. Tide does have significant
strengths that can help the company overcome the previously mentioned obstacles. Tide is the
leader in the pre-dispensed laundry detergent market with a 73% market share. In addition, the
majority of individuals refer to all pre-dispensed laundry detergent packs as “Tide Pods,” even
when referring to a brand other than Tide. While this status as a household name has harmed the
company by placing the blame of pre-dispensed laundry detergent poisonings upon them, it also
brought further awareness to the name “Tide Pod” and will be useful when marketing against the
“Tide Pod challenge.” The more familiar the name, the more often consumers will purchase it,
soon turning to the product as a household staple. Similar to how Clorox, Kleenex, Velcro, etc.
are all the household names for their respective products, even when individuals are referring to
a generic brand. By utilizing the common name of Tide Pods, the company can make the product
seem like a household staple once again.
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The presence of Procter & Gamble in a global market is also an asset to Tide. All
geographic regions in the world have contributed to the net sales by Procter and Gamble. By
having a solid, global base, Tide can better branch out in efforts to enhance their public opinion.
Additionally, Procter & Gamble are well known globally for their innovative products. This
provides an added reassurance to consumers that Tide Pods are produced by a company that is
reliable and experience. This base can also provide financial support in terms of product
marketing and promotion. With a nationwide scandal spreading more every day, it will take a
significant amount of funds to improve the image of Tide Pods nationwide.
Finally, one of the most marketable strengths of Tide Pods is the convenience and ease of
the product. Tide Pods only require users to toss a pod into the wash, with no measuring,
pouring, or other bothersome laundry hassles. This is by far one of the most marketable aspects
of Tide Pods. In fact, Tide has had several successful campaigns in the past that have highlighted
the convenience of Tide Pods. This status as the convenient option will be one of the biggest
factors in enhancing the public's opinion of Tide Pods.
Since one of the main concerns for consumers is cost, it is necessary to find ways to
justify the higher price of the product. Tide Pods are one of the most expensive laundry detergent
options on the market. However, while they are the most expensive option, they are also one of
the most convenient options. The convenience and ease factor is one of the main selling points
for Tide Pods. This eliminates the tedious need to measure out laundry detergent and clean up
any spills. Tide Pods are considered fool-proof and easy for everyone from the busy mother who
tries to throw a load into the wash before taking her kids off to school to the college student
attempting laundry for the first time in their dorm. The majority of families describe themselves
as “on the go,” indicating that convenience is a primary factor in product choice. In addition to
the convenience, Tide Pods are also well known for their ease of use. Individuals only have to
open the package and toss a pod into their washer with their clothes. By showing families that
the convenience and ease of Tide Pods make up for their price, consumers would have a new
interest in the product.
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In addition to the convenience of the product, another opportunity would be to emphasize
the reliability of the product. Again, most families of the 21st century are “on the go.” These
families have no time for faulty products, or items that take a lot of effort to figure out.
Therefore, Tide Pods are the ideal solution. The biggest complaint with pre-dispensed laundry
detergent is that occasionally, pods do not fully dissolve in the wash. Consumers hate opening
their washing machine after a full cycle only to find gooey sticky pieces of undissolved pods all
over their clothes instead. With Tide having almost 70 years of experience in the fabric care
industry, the company has a lot of experience. In addition, Tide Pods were the very first pre-
dispensed laundry detergent pods on the market. Promoting this experience will help assure
consumers that Tide Pods are the most reliable product on the market. A busy family does not
have time to run loads of laundry twice. Instead, they need a product that will clean well without
residue. Tide Pods have become a household name for their reliability and innovation.
Reminding consumers of these traits will give the product a huge boost in the eye of the public.
With the Tide Pod challenge taking the world by storm, an opportunity has arisen to
emphasize the safety of Tide Pods. The hot topic surrounding Tide Pods at the moment is if they
are safe to have around kids, and even teenagers. Procter & Gamble can utilize this opportunity
and develop ways to make Tide Pods safer. By taking the initiative to respond to parent concerns
and investing in more safety features, Procter & Gamble will reassure consumers that safety is a
priority for their company. While these developments are in the works, efforts should be made to
emphasize the safety features already in place. This will reassure parents that safeguards are
already there to protect their loved ones. Additionally, creating campaigns about how to safely
use Tide Pods will shift the public conversation to a more positive light. Mothers will feel much
more confident in buying Tide Pods if they know that both they and their children know how to
safely handle the product. This will especially reassure the parents of older children, who might
participate in the Tide Pod challenge without knowing all of the associated risks.
The situation regarding Tide Pods is a serious one. However, it is not a lost cause. Now
that we are fully aware of what Tide is up against, we can target the appropriate audience to "turn
the tide."
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Target Media Distribution Channels
Now that we know who this campaign is targeting, it is time to discuss how the campaign
will reach them. Research conducted by the Edison group found that mothers have a significant
amount of internet usage. The average mother spends two hours and fifty-eight minutes online
every day. It was also found that 81% of mothers had internet access in their homes.
Additionally, it was found that 51% of mothers surf the web using their mobile devices, making
cell phones the most common way to access the internet. With the internet and cell phones
becoming a bigger part of everyday life, it makes sense to reach audiences through these
methods.
The first media distribution channel would be through mobile apps. The Edison group
found that 91% of mothers own a cell phone. In addition, 64% of mothers own a tablet. This
boom in tech devices opens a door to reach consumers. Research shows that the average
consumer uses ten apps a day. By tapping into this territory, Proctor & Gamble can reach the
target audience in a new, and innovative way.
Smartphone and tablet apps provide companies the opportunity to market to their
consumers. Users will typically utilize the “free” version of an app, which comes with pop-up
ads or ads that consistently take up part of the screen. This campaign will create innovative ads
that will draw the consumer’s attention from the game, without annoying them with a boring
commercial. This will require interactive and humorous ads that are out-of-the-box. Otherwise,
consumers will simply ignore the ads in favor of their game.
One of the most popular app categories is games. Most app commercials during this
campaign will be distributed through popular app games. For example, Candy Crush is widely
known as the most popular game among women. It is estimated that over 93 million people
played Candy Crush over a three-month period, resulting in earnings of $493 million. Some of
the other most popular apps include: Fruit Ninja, Angry Birds, Subway Surfer, and Words with
Friends.
In addition to game apps, Proctor & Gamble can also promote advertisements on social
media apps. Research shows that 79% of mothers use Facebook, 31% use Pinterest, and 19% use
Instagram. Most mother's access these social media apps via smartphone, creating an opportunity
to market Tide Pods. By tapping into consumer’s mobile devices in a fun and engaging way,
Proctor & Gamble can reach their target audiences. This would also bring Tide Pods into the
consumer’s everyday life, making them seem more familiar and less dangerous due to having
advertisements around in consumer’s everyday browsing habits.
Another media distribution channel of this campaign will be online radio stations.
Mothers are transitioning from their traditional morning commute radio shows. The Edison
Group’s research shows that mothers spend an average of 12 hours and 19 minutes listening to
online radio every week. The same study found that most mothers are not listening to the
traditional AM/FM radio channels as often. Therefore, it is time for Proctor & Gamble to break
into online radio with their consumers.
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Of mothers that listen to online radio, 51% listens to Pandora Radio. The next popular
option is I Heart Radio, with 21% of mothers listening. Both services would be viable options for
radio advertisements due to their popularity with the target audiences. This will help broadcast
the campaign’s key messages to mothers throughout their days. From listening to online radio
while taking the kids to school, to singing along at the office, to even jamming out while cooking
dinner, distributing news along this channel will help the campaign reach the target audiences.
The final media distribution channel is online video streaming services. For years,
internet streaming services have been expanding into the lives of consumers. Currently 67% of
Americans use an internet video streaming service. In 2017 it was found that consumers ages 35-
49 spend an average of 187 minutes a week watching online video streaming, while consumers
ages 25-34 spend an average of 197 minutes a week watching online video streaming. In 2017,
58% of consumers had a subscription to an online streaming service, with 51% of consumers
having a subscription to Netflix, 29% with a subscription to Amazon Prime, and 14% with a
Hulu subscription.
Many of these services provide demographic based marketing, where companies can
choose to market to a specific demographic instead of a specific show. This would-be idea for
reaching the target audience of this campaign. In addition, the cost per CPM on Hulu is about
$25, while many major broadcast networks cost upwards of $45 for the same CPM. Amazon
calculates the cost of advertising based off the number of clicks on the marketer’s product.
Amazon lets companies set their own budget for advertising, but suggests budgeting $.05 per
click.
0%
10%
20%
30%
40%
50%
60%
70%
Netflix Amazon Prime Hulu Subscription to Any
Share of Consumers with Online Streaming Service Subscriptions
2016 2017
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Netflix does not show commercials with any of their shows. However, Netflix is breaking
into the filmmaking business and strategic product placement is available. Investing in product
placement with shows that are popular with mothers in the target audience would be worthwhile
and help promote Tide Pods as an everyday item. Some viable options might be Gilmore Girls
and Unbreakable Kimmy Schmidt, both of which are popular with mothers and produced by
Netflix.
Objectives/Strategies
Proctor & Gamble has a PR crisis on their hands. The original safety concern for Tide
Pods revolved around younger children and their tendency to mistake Tide Pods for candy. Now,
there’s a new threat. Teenagers and young adults are ingesting Tide Pods as part of a viral
internet “Tide Pod Challenge.” As a result, Tide Pod sales are already down 5.7% in 2018. The
public now considers Tide Pods to be a danger to all children, not just the younger ones. This
section will cover the specific objectives of this campaign. These objectives were developed by
analyzing Proctor & Gamble’s situation and which audiences this campaign will target. With
image management a primary focus of this campaign, it comes up in several objectives and their
corresponding strategies. The primary audience of mothers ages 35-44 and secondary audiences
of mothers ages 25-35 are also reflected in these objectives and strategies through the way this
campaign will be delivered to consumers.
Objectives
Objective #1: To enhance the public opinion of Tide Pods.
The rise of the Tide Pod Challenge brought with it negative publicity for Tide. Parents
who previously thought their children were safe once they reached their teenage years now find
that Tide Pods are still a threat. With most of Tide Pod consumers being mothers ages 25-35, it is
imperative that Proctor & Gamble reassure this demographic that their product is safe. In
addition, Tide Pods are currently a hot topic to talk about. Even those without children are
discussing the safety of Tide Pods and whether something should be done. This has also
contributed to the decline in sales. By enhancing the public opinion of Tide Pods, this campaign
will boost Tide Pods back into a positive light and bring the product back from decline.
Strategy #1: Educate the public about Tide Pods.
Strategy #2: Utilize social media to engage with the public.
To achieve this objective, Proctor & Gamble must address the public’s concerns on a
personal level. The biggest issue facing Tide Pods is fear. One of the best ways to counter fear is
through knowledge. One of the strategies will be to educate the public about Tide Pods and how
to use them safely. Another strategy will focus on bringing Tide to the people. Social media is a
huge part of the modern world, and is used by 79% of our target audience. By using social media
on this campaign, we can reach consumers in a familiar and engaging way.
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Objective #2: To increase sales of Tide Pods by 7% by October 2018.
The main goal of most for-profit businesses is to make money. Proctor & Gamble fits
into this category as an international company that brought in 1.5 billion dollars in sales last year.
However, the negative publicity of 2018 has already impacted the company’s earnings. Tide Pod
sales are down 5.7% in 2018, and overall stock prices are already down .66%. Both indicate that
if things continue as they are, Proctor & Gamble will fall short of their estimated $500 million in
sales this year. To prevent this from happening, one of the campaign objectives is to increase
sales of Tide Pods by 7% by October. This goal would bring Tide Pods back from their 5.7%
decrease in sales, and even leave the product doing better than before. This in turn, will increase
the stock prices of Proctor & Gamble and put the company back on track for their $500 million
goal.
Strategy #1: Advertise Tide Pods on popular apps.
Strategy #2: Run radio ads on online radio stations.
Strategy #3: Advertise on online streaming services such as Hulu and YouTube.
The main goal of a for-profit company is to make money. To boost Tide Pod sales, it is
necessary to utilize media consumed by the target audiences. Placing ads on popular apps will
remind consumers of Tide Pods every time they open Candy Crush for a quick game.
Additionally, advertisements will be run on online radio and online streaming services since
research shows that these services are utilized by most of our target audience.
Objective #3: To increase the amount of positive social media coverage about Tide Pods.
The Tide Pod Challenge resulted in widespread social media chatter. It all began with a
2017 CollegeHumor video that joked about the desire to eat Tide Pods. Then, the social media
posts took a turn. Teenagers and young adults would post videos of themselves eating Tide Pods
on Facebook, YouTube, Instagram, and other social media websites. See below for a picture of
popular YouTuber GloZelle Green’s video.
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These videos resulted in traditional media coverage as well as public discussion on social media
about these “challenges.” From here, social media began “memeing” the Tide Pod Challenge, or
making it into a joke with various pictures and gifs. See below for examples.
From the initial videos of the Tide Pod Challenge to the resulting memes, the social
media presence of Tide Pods has not been positive. Research from the Edison Group shows that
79% of mothers use Facebook, one of the hotspots for Tide Pod coverage. Married women make
up 70% of the buying power in the United States, making their perception of Tide Pods
especially important. To improve the public’s perception of Tide Pods, it is imperative to
increase the amount of positive social media coverage of Tide Pods.
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Strategy #1: Utilize social media to engage with the public.
Strategy #2: Pay for advertisements on Facebook to reach target audiences.
Social media has quickly become the go-to source of information for most consumers.
Therefore, it is imperative that Tide Pods recover from this rash of bad publicity on social media.
This campaign will create and distribute engaging social media posts that will change the
public’s perception of Tide Pods. Additionally, paying for advertisements on Facebook will
allow us to reach our target audience of mothers, 79% of whom use Facebook daily.
Objective #4: To convince consumers that Tide Pods are worth the extra cost in comparison to
other brands or detergent types.
In addition to the Tide Pod challenge, one of the biggest issues consumers have with Tide
Pods is the price. An internet search shows that Tide Pods are around ten cents more expensive
per pod in comparison to their competitors. Not only are Tide Pods the most expensive among
pre-dispensed detergent pods, they are also the most expensive option for all laundry detergents.
Traditional products like liquid and powder are 50% cheaper than Tide Pods. To counter these
concerns, Tide must convince consumers that Tide Pods’ quality and convenience justifies the
extra cost.
Strategy #1: Run video advertisements on Hulu and YouTube highlighting the
convenience and effectiveness of Tide Pods.
Strategy #2: Conduct and publish research on customer satisfaction to convince
consumers that Tide Pods are worth the cost.
Strategy #3: Invest in product placement in shows that are popular with the target
audience.
With dozens of cheaper alternatives on the market, Proctor & Gamble must prove that
their product is worth the price. Placing video advertisements on Hulu and YouTube about the
convenience and effectiveness of Tide Pods will reach our audience better than the typical prime
time commercials would. These options allow us to specifically target our audiences without the
guesswork involved in airing commercials during TV shows. Additionally, using product
placement in popular shows such as Unbreakable Kimmy Schmitt would show consumers the
convenience and effectiveness of Tide Pods in an everyday setting. It would also help consumers
associate Tide Pods as an everyday household item.
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Digital PR
With the rise of the Tide Pod Challenge on social media, it is important that Proctor &
Gamble combat this trend by utilizing digital media. Buice Public Relations will fully utilize our
digital media skills to accomplish the objectives of this campaign. Social media will be a driving
force. By creating viral and engaging posts on social media, this campaign will change the public
opinion of Tide Pods. Changing the image that Tide Pods are unsafe will change the public
opinion on the product and Proctor & Gamble.
This campaign will also utilize digital media through online streaming services. The radio
news releases and video news releases will be distributed through channels that are used by the
target audiences. Pandora, Netflix, and Hulu are all high traffic services for the campaign
audience. Additionally, these services allow advertisers to specify who receives the advisement,
meaning we will only be charged for reaching our target audience.
Using digital media will highlight the strengths of Tide Pods, and will associate them
with everyday households. Digital media is everywhere, and has become a significant part of
everyday life. Using digital media in this campaign will make Tide Pods seem familiar and
convenient, not dangerous. This familiarity will decrease any concerns of worried mothers who
have concerns about the safety of the pods near their loved ones.
Audience Analysis
With the Tide Pod Challenge taking over the media, Tide is losing customers. A strategic
communication plan is necessary to draw valued consumers back. Consumers are fearful of the
dangers Tide Pods hold for their loved ones. This fear has driven consumers away in droves,
especially mothers, the primary household purchasing power.
Mothers are the ones most impacted by the Tide Pod Challenge. While children and
young adults are the ones suffering poisonings, Mothers are the ones emotionally impacted
enough to change their purchasing habits.
Research shows that Tide Pods are primarily purchased by women ages 25-35 and 55-64.
This research also indicates people in the age range 35-44 are buying less Tide Pods. Therefore,
the primary audience for this campaign is mothers ages 35-44.
Mothers ages 35-45 are more likely to have children in the teenaged-young adult range.
These mothers are purchasing less Tide Pods to decrease the chances of their “little angels”
taking part in the Tide Pod challenge. Their logic is, if they do not purchase the pods and have
them in the house, their children won’t have easy access to participate in the Tide Pod Challenge.
By targeting this demographic, Proctor & Gamble can reassure a fleeing demographic that their
product is a safe option for their families.
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The secondary audience for this campaign is mothers ages 25-35. Mothers in this age
range are more likely to have younger children who would mistake Tide Pods for candy or toys.
In fact, the original concern about Tide Pods was that the bright colors of the pods entice
younger children to eat the pods without knowing that they are poisonous. The recent publicity
from the “Tide Pod Challenge” has brought a renewed fear to this demographic that their
children will be poisoned, even if accidentally. Even though the poisoning concerns of mothers
ages 25-35 are slightly different than that of the primary audience, their core issue is the same.
Therefore, by targeting the safety concerns of mothers ages 35-44, the campaign will also
address the concerns of mothers ages 25-35.
Targeting mothers is the best course of action for several reasons. Married women
account for 70% of the grocery shoppers in the United States. By targeting mothers ages 35-44
and 25-35, the campaign would reach the individuals who make most of the purchasing decisions
for a household. Currently, 79% of mothers in the United States have two or more children. The
US Department of Labor estimates that there are 25.1 million women in the workforce with
children under the age of 18. It is also estimated that one in four families are single-mother
households.
The US Department of Labor also estimates that mothers in the workforce spend about
7.8 hours per working day working from the office. It is also estimated that working mothers
spend about 2.6 hours of a working day performing household activities.
The Pew Research Center found several differences between how stay-at-home and
working mothers spend their time. Stay-at-home mothers spend more time on housework,
childcare, leisure, and sleep. However, both spend a significant amount of time ensuring their
households are in order. Both categories of these women are on the go and need quick, cheap,
and convenient options. Portraying Tide Pods as the fast and affordable product on the grocery
store shelf is the best way to appeal to the largest household buying power.
With married women making up over 70% of the grocery shoppers in the United States,
it’s important to know how they buy. Research shows that Tide Pods are most often bought at
drug stores or grocery stores on Sundays. The most common time of day for Tide Pods to be
bought is in the afternoon or evening. Typically, Tide Pods are bought in “pantry stocking”
sessions, which are categorized as purchases of 21 or more items, or in “fill-up” sessions of 11-
20 items. This shows that Tide Pods are considered a household staple that are on hand in
consumer's homes. Additionally, since consumers are purchasing Tide Pods when they are
buying multiple items, they must make decisions quickly to prevent a time-consuming shopping
trip. This indicates that consumer familiarity with the product is an important factor.
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Campaign Budget
Coupon Releases
These releases will be published in national magazines. These will be distributed at the
beginning of summer and when schools go back into session in August. While the setup cost is
large, it will only have to be paid once to run two ads. These ads will be placed in Parents
magazine, which as of 2016 had over 2,200,000 subscribers. These coupons will entice our
audiences to try out Tide Pods. Procter & Gamble should expect to see an increase in sales
through the coupon releases.
Mobile App Ads
The majority of our primary and secondary audiences utilize mobile apps on a daily
basis. The campaign would only be charged the setup cost and for every qualified click. This
method ensures we will be charged only for consumers that click on our ad and fall within our
target audience. This increases the chance that those who see our product ad will later buy the
product. This budget accounts for the $5,000 startup costs as well as the $500 per month paid to
Mobile App Ads22%
Coupon Releases27%
YouTube Ads26%
Event9%
News Releases0%
Video Streaming Advertisements
3%
Online Radio Commercials
3%
Social Media Content0% Evaluation
10% Campaign Budget
Mobile App Ads
Coupon Releases
YouTube Ads
Event
News Releases
Video Streaming Advertisements
Online Radio Commercials
Social Media Content
Evaluation
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the marketer. The remaining budget will go towards 1,000,000 qualified clicks over a four month
period.
News Releases
The only costs to send out the news releases is the distribution charges from the wire
services. This budget factors in two news releases distributed through leading wire services. By
using popular wire services, we can increase the likelihood of journalists picking up the story.
Social Media Content
This section refers to social media presence throughout the campaign. Social media posts
can range from event publicity to posts of the YouTube ads. The content will be created in-
house, reducing design costs. The majority of these posts will be out-of-the-box and humorous.
This will help spark conversation about Tide Pods and increase the effectiveness of social media.
The majority of the budget will be spent on boosting ads on social media platforms, and
sponsoring posts from social media influencers. This will increase the public’s awareness of the
posts and product.
Online Streaming Services
Instead of advertising on traditional television and radio, this campaign will utilize online
streaming services. For all of these services, we can specify the demographics that see our ads.
Therefore, we can effectively target those in our target audiences without paying for uninterested
viewers to see our ads.
For advertising on Hulu, it will cost $4,000 to create two ads. Hulu also charges $35 per
1,000 views. Pandora has a similar policy, charging $8 per view. Both of these services have
been priced at 5,000,000 views over the course of the campaign.
YouTube is the most expensive of the advertisements. At $.30 per view, YouTube costs
about $300 per 1,000 views. The videos produced for the YouTube ads can also be used for
Hulu, and vice versa. YouTube ads are budgeted as $300,000 for 1,000,000 views over three
months.
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Setup Cost Cost of Media Continuing Costs Total Estimated
Cost
Mobile App Ads $5,000 $0.50 per
qualified click
$0.50 per click
$500 month-
Internet marketer
$507,000.00
YouTube Ads $4,000 $0.30 per
view
Free $604,000.00
Event Plan 100,000- Travel,
Supplies, Etc.
None $10,000 per
appearance
$233,000.00
News Releases Free Free $2,500-
Distribution
$3,000.00
Video Streaming $4,000 $35 per 1,000
views
Cost of Media $179,000.00
Radio
Commercials
$1,000 $8 per 1,000
views
Cost of Media $8,000.00
Social Media
Content
$10,000 Free Free $10,000.00
Coupon Releases $500,000 $113,000 per
ad
Cost of media $613,000.00
Evaluation $6,000 per focus
group
$10,000 per
phone survey
None None $240,000.00
Total Cost $2,397,000.00
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Campaign Calendar
MAY 2018
JUNE 2018
June 18 News Release
Ongoing Mobile App Ads
Ongoing Social Media
Ongoing YouTube Ads
Ongoing TV Commercials
Ongoing Radio Commercials
June 1-June 13 Event
June 1 Coupon Release
JULY 2018
Ongoing Mobile App Ads
Ongoing Social Media
Ongoing YouTube Ads
Ongoing TV Commercials
Ongoing Radio Commercials
July 9-13 Evaluation
May 22 Media Advisory
Ongoing from May 15 Social Media
Ongoing from May 15 TV Commercials
Ongoing from May 15 Radio Commercials
May 25-June 13 Event
May 3-10 Evaluation
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AUGUST 2018
August 5, 2018 News Release
Ongoing Mobile App Ads
Ongoing Social Media
Ongoing YouTube Ads
Ongoing TV Commercials
Ongoing Radio Commercials
SEPTEMBER 2018
Ongoing- Ends Sept. 30 Mobile App Ads
Ongoing- Ends Sept. 30 Social Media
Ongoing- Ends Sept. 30 TV Commercials
Ongoing- Ends Sept. 30 Radio Commercials
September 3 Coupon Release
OCTOBER 2018
October 5-9 Evaluation
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Evaluation
1. Objective #1: To enhance the public opinion of Tide Pods as measured in surveys and
focus groups.
a. Surveys distributed before, during, and after the campaign will measure the broad
public opinion of Tide Pods. Focus groups conducted along a similar timeline will
provide more detailed insights into the sway of public opinion.
2. Objective #2: To increase sales of Tide Pods by 7% by October 2018.
a. Financial information will be evaluated before, during, and after the campaign to
ensure accurate projections and campaign impact. Existing seasonal trends will
not be factored into the campaign evaluation.
3. Objective #3: To increase the amount of positive social media coverage about Tide Pods.
a. Social media “sweeps” before, during, and after the campaign will measure the
type and frequency of social media coverage regarding Tide Pods.
b. Surveys will also be distributed before, during, and after the campaign to gauge
how much and what type of social media coverage reaches the public.
4. Objective #4: To convince consumers that Tide Pods are worth the extra cost in
comparison to other brands or detergent types.
a. Financial records will be consulted before, during, and after the campaign to see if
more people are buying Tide Pods. Seasonal trends will not be factored into the
campaign evaluation.
b. Surveys distributed before, during, and after the campaign will measure how the
public views the effectiveness of Tide Pods. Focus groups conducted along a
similar timeline will provide more detailed insights into the public’s perception of
the value of Tide Pods in comparison to other detergent types.
Campaign Summary
With Tide Pods in the middle of a public relations crisis, it’s clear something needs to be
done. The public opinion of Tide Pods is steadily dropping, and immediate action must be taken
to reverse this trend. Consumers are afraid of Tide Pods and the risks pre-packaged laundry
detergent holds for children and young adults. Buice Public Relations Consultations has crafted a
strategic campaign to counter these concerns. By targeting mothers ages 35-45 and 25-35, this
campaign will reassure the primary purchasers of Tide Pods that this product is safe, and
convenient for their families. Emphasizing the safety of the product will calm the public’s fears
of detergent poisoning. Combining this message with the promotion of Tide Pods as the
convenient option for a busy family will help boost sales and public opinion to pre- “Tide Pod
Challenge” levels.
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With the dramatic decrease in stock prices in the past month, it’s time for action. Buice
Public Relations Consultations is the leader in public image management. With multi-million-
dollar clients, we are comfortable with a fast paced and high stakes campaign. Our size and
spread across the United States gives us the advantage of being in-tune with the public in a
national market. In the case of Tide Pods, these can be make-or-break factors. Similar
companies have seen positive results with our services, and we are confident that Tide Pods will
be no different. It’s time to move forward together and fearlessly bring Tide Pods into
households everywhere.
Publicity Tactics/Press Kit
Move Up, Move Tide Event
Tide Pod Redesign Press Release
Tide Safety Campaign News Release
Company Profile
Product Specification
Move Up, Move Tide Media Advisory
Tide Pod Redesign Pitch
Backgrounders
Employee Profile
Video News Release
Radio News Release
Safer Tide, Safer You Facebook Page
Photo News Release
Publicity Photo
Bumper Sticker
Direct Mail Letter
Coupons
Newsletter
Brochure
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Event Description
Procter and Gamble will present a series of educational workshops across the United States at
Boys and Girls Clubs. The series will take place in ten cities across the United States. The series
will begin with a kickoff event in Procter & Gamble’s hometown of Cincinnati. The Kickoff
event will start with the arrival of Gronkowski and related photo opportunities. This will be
followed by a press conference with Procter & Gamble executives and Boys and Girls Club
representatives. The inaugural workshops will take place immediately following. The workshops
will feature lessons on how to deal with common stains and laundry problems. The classes will
also cover how to safely use Tide Pods with teenagers that are not used to doing their own
laundry and will soon be moving out of their parent’s homes. After the workshops, there will be
family activities available for all participants. Participants will also have opportunities to take
pictures with Rob Gronkowski and participate in giveaways. Additionally, there will be food and
drinks available. After the kickoff event, the education series will begin its tour of the ten US
cities, including New York, Philadelphia, Chicago, Denver, Dallas, Houston, San Antonio,
Phoenix, San Diego, and Los Angeles.
Event Objectives
1. To enhance the public opinion of Tide and Tide Pods as measured in surveys and focus
groups of communities impacted by this event.
a. With the rise of the Tide Pod Challenge, Tide has gotten a bad rap. This event will
show consumers that Tide Pods are safe and that with proper usage, even teens and
young adults can use them. This will alleviate concerns mothers have regarding the
safety of the product.
2. To increase the amount of positive social media coverage about Tide Pods.
a. This event will provide opportunities for positive social media posts. This will
counteract the negative posts regarding the “Tide Pod Challenge.” In addition, these
workshops will make Tide Pods seem less exotic, which will decrease the jokes about
eating them.
3. To increase awareness of safe and effective Tide Pod usage as well as the safety measures
offered by Tide Pods.
a. The “Tide Pod Challenge” primarily impacts teens and young adults. By teaching this
age group how to use Tide Pods, there will be less incidents of inappropriate Tide Pod
usage. This in turn, will decrease the amount of negative publicity.
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Target Audience
Event Participant Audience: The target audience for event participants will be teens and
young adults ages 16-19. These are ages that are all served by the Boys and Girls Club of
America. This is also an age group that has been impacted by the “Tide Pod Challenge.” The
challenge of eating a laundry detergent pod has raised several safety questions about said
products. By educating this age group about safe practices and procedures with Tide Pods,
Procter & Gamble can reduce the number of incidents that occur within this age group. This in
turn will lead to less safety concerns about teens with Tide Pods.
Media Audience: This event will target media outlets with a primary audience of mothers. This
will allow our event to reach our campaign audience of mothers ages 35-45. Mothers in this
age range are more likely to have teenage and young adult children and be more concerned about
the “Tide Pod Challenge.” Therefore, news that teens and young adults are being educated on
safe laundry pod would be best targeted towards these mothers. Research from the Pew Research
Center shows that mothers on social media respond best to good news. This event would fit into
the “good news” category and is likely to be spread through this audience. In addition,
reassurances of Tide Pod safety will result in increased sales since mothers are the primary
household purchasing power.
Evaluation Techniques
1. To enhance the public opinion of Tide and Tide Pods as measured in surveys and focus
groups of communities impacted by this event.
a. Surveys distributed to the local community before, and after the event will measure
the public opinion of Tide Pods. Focus groups conducted along a similar timeline will
provide more detailed insights into the sway of public opinion.
2. To increase the amount of positive social media coverage about Tide Pods.
a. Social media “sweeps” before and after the event will measure the type and frequency
of social media coverage regarding Tide Pods.
a. Surveys will also be distributed before and after the event to gauge how much and
what type of social media coverage reaches the public
3. To increase awareness of safe and effective Tide Pod usage as well as the safety measures
offered by Tide Pods.
a. Participants will be given a pre-and post-test to complete. These will be evaluated to
show what participants learned.
b. Families of participants will be surveyed before and after the event to gauge how the
event impacted the amount of knowledge families have about Tide Pods.
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Promotional Plan
This event will be advertised in several ways. A media advisory will be sent out prior to
the event. In addition, the campaign event will be marketed through the other campaign
advertisements (ex. Pandora ads). Flyers will also be handed out at local schools and Boys and
Girls clubs, so communities are aware of the event. Afterwards, the photos taken at the event will
be used in the Tide Pod campaign to show how family friendly Tide Pods are and that with
proper precautions, they are safe for the whole family. This will be done through online ads as
well as social media content. The Tide social media handles will help promote the event as well
with updates on the event locations, activities offered, and testimonials of how much fun they
are.
Event Timeline Event Date-June 1, 2018
Due Date Activity
April 2 Book Rob Gronkowski
April 3 Send out RFP for catering/beverages
April 5 Schedule event with Boys and Girls Club
April 10 Select caterer/bartender
April 16 Reserve transportation for Grokowski
May 7 Order supplies for event
May 8 Apply for liquor and food licenses for vendors
May 21 Release Media Advisory
May 21 Inventory supplies for event
May 23 Follow up with media outlets for event coverage
Day of Timeline
Repeat for all events
Time Activity Detail
9:00 A.M. Arrive at Boys and Girls club and
clear spaces.
Clear workshop areas, press areas, activity
areas, etc.
9:30 A.M. Set up workshop areas
10:00 A.M. Set up photo op areas inside Ex. Stand-up boards, podium, rope barriers,
lighting, draping, etc.
10:30 A.M. Set up inside activity areas Ex. Face painting station, inflatables,
catering areas, etc.
12:30 P.M. Catering arrives and sets up
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1:00 P.M. Set up outside media area Ex. Rope barriers, awnings (if needed),
lighting, etc.
2:00 P.M. Children arrive 15 area staged near inside for press
conference, the rest are in the workshop area
3:00 P.M. Gronkowski arrives Photo op as he arrives and enters.
3:15 P.M. Press conference
3:45 P.M. Workshops begin Activity areas open for families
5:00 P.M. Workshops end
5:15 P.M. Social hour begins
5:45 Giveaway hosted by Gronkowski Year of Tide Pods offered through a
drawing.
6:00 P.M. Gronkowski leaves Signals event winding down
6:30 P.M. Event ends Teardown begins
Event Budget
Item Cost Total
Gronkowski Appearance Fee $10,000 per event $100,000
Supplies (i.e. Tide Pods, face
paint, etc,)
$200 per event $2,000
Inflatable Rental $200 per event $2,000
Food and Drink $2,500 per event (125 attendees, $20
per attendee)
$25,000
Transportation $100,000
Misc. Entertainment (Face
painter, balloon artist,
photographer etc.)
$400 per event $4,000
Total $233,000
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Promotional Material: Program
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Promotional Material: Flyer
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Contact:
Emily Buice
555-555-5555
TIDE RELEASES NEW POD DESIGN Tide Pods are now designed with a thicker coating and less enticing colors reduce
child poisonings.
CINCINNATI. (May 25, 2018) – Proctor & Gamble unveiled the new Tide Pod
design at a press conference Tuesday, promising a decrease in accidental
poisonings. Scientists claim the new design utilizes a new type of plastic that
makes pod coatings 50% thicker. In addition, the product's colors are now dull
and less appetizing for children. The new design is expected to hit store shelves
by June 2018.
Procter & Gamble CEO said of the design: "Our Company is dedicated to creating
products that are safe for the entire family. With this design launch, families can
be reassured that Tide is on their side."
Mother Susan Helpma also offered a comment on the product redesign: "With
five active kids, it can be hard to keep track of everyone. Tide Pods help me keep
up with a busy family, and the new design shows the company's commitment to
product safety."
The design comes after an increase in accidental poisonings in children from pre-
dispensed laundry detergents. Researchers claim the new product design will
reduce accidental poisonings by 75%. Early tests show that children have a harder
time popping the pods as well as less interest in the pods altogether. Production is
already in full swing, with all factories using the new design already. The new
design release is in addition to the
For more information, please contact Emily Buice at 555-555-5555
#
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Subject line: Tide Fights Back Against the “Tide Pod Challenge”
TIDE RELEASES NEW POD SAFETY CAMPAIGN
Tide releases new webpage and social media content aimed at informing
customers on safe Tide Pod usage.
June 18, 2018 09:00 AM Central Standard Time
CINCINNATI— (Business Wire)—Tide began their new campaign “Safer Pods,
Safer You,” this morning with an interactive website and engaging social media
content. The company started the campaign to inform consumers on how to safely
use Tide Pods. The campaign includes:
Interactive laundry walkthrough
Clickable Tide Pod that gives information on safety features and
tips.
Forum for users to get assistance on tough laundry questions
Giveaways for participation in “Social Media Safety Challenges”
Chief Brand Officer Marc S. Pritchard said: “The interactive new campaign is a
way for customers to interact with our product in a way that highlights the safety
of our product, as well as it’s convenience.”
Users can explore the website for tips on how to safely use Tide Pods, or get a
laugh out of the comedic “challenge posts” Tide is posting on Social Media. The
website has already gotten 500,000 hits as of 09:00 AM Central Standard Time on
June 18, 2018.
The campaign is the company’s response to the viral “Tide Pod Challenge” that
took the world by storm in early 2018. Proctor & Gamble released a safer Tide
Pod design in May. Research shows that poisonings are already down 45% with
the new design. The campaign is expected to bring poisonings down an additional
35%.
The Safer Tide, Safer You website can be found at www.safertidesaferyou.com
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Procter & Gamble Company Profile
Mission Statement:
At Procter & Gamble, we are dedicated to creating great products that will change the lives of
our customers. To reach this goal, we strive for the best in all we do. We actively recruit leaders
and innovators to bring growth to our company. We challenge ourselves to push the status quo
and find new and improved ways of getting things done. We run our company on five core
values, leadership, ownership, passion for winning, and trust. Without these core values, Procter
& Gamble would not be a leader in our industry or have the trust of consumers around the world.
Our People
Since our founding in 1837, we have valued passionate employees. Currently we employee over
95 thousand individuals worldwide. We’ve been named to Forbes Magazine’s “Best Employers
for Diversity,” “World’s Best Employers,” and “America’s Best Employers” lists in the past five
years. Below are some of our company’s top executives.
David Taylor - Chairman of the Board, President and Chief Executive Officer
Kathleen (Kathy) B. Fish- Chief Research, Development and Innovation Officer
Marc S. Pritchard- Chief Brand Officer
Our Locations
In 1837, we made our home in Cincinnati, Ohio. Today, our global headquarters sits on a 14.25-
acre campus in the middle of downtown Cincinnati. This is in addition to the facilities we have
across the US, from Woodland Hills, CA to Mehoopany PA.
Sales Information
In 2017, we saw net sales of 65.1 billion dollars. With ten category portfolios, Procter & Gamble
has a hand in most household products. See below for a breakdown of these sales as well as
popular products.
Category % of Net Sales Major Brands
Beauty 18% Pantene, Olay, Old Spice
Grooming 10% Fusion, Gillett, Venus
Health Care 12% Crest, Vicks, Oral-B
Fabric Care & Home Care 27% Tide, Downy, Gain, Swiffer, Febreze
Baby, Feminine, and Family Care 25% Charmin, Pampers, Luvs
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Tide Pod Product Specification
Tide Pods are the first self-dispensed detergent pods on the market. These small pods
revolutionized the laundry detergent industry with an exciting appearance and performance.
These pods hold three chambers of stain-fighting action. From brightening, to digging out the
toughest stains, Tide Pods are there to help the busy family. Just another way Procter & Gamble
is bringing effective and convenient products to our customers.
Technology
With years of development, Procter & Gamble worked to find the safest solution to some of Tide
Pods’ biggest challenges. With over 10,000 consumers participating in research, Procter &
Gamble tried over 200 product designs to find the best option. The reinvented Tide Pods feature:
A new poly-trithuritine coating that takes more liquid to dissolve.
o This will not impact consumers using the pods in their washing machines, as the
pods still easily dissolve with the typical washer load. However, this new design
will make it harder for children to accidentally eat the pods since they will no
longer pop in the low moisture environment of mouths.
o The new design also features a bitter coating, further deterring purposeful
consumption of the Tide Pods.
A new color scheme that will deter users from ingesting the pods.
o The new colors replaced the white detergent with a green color. Research has
shown that green deters users from eating the pods more than any other color.
However, the new color scheme does not detract from the overall product image.
Instead, it lends Tide Pods a fresh new look.
A new tub design that makes it harder for young children to open the Tide Pod
containers.
o The new tubs deter accidental poisonings in young children by helping keep them
out of young hands who might mistake the Tide Pods as a fun snack.
Customer Appeal
Research by Procter & Gamble shows that 97% of consumers are satisfied with their
laundry experience after using Tide Pods. This is in comparison to 68% of consumers
suing alternative products.
Consumers say they prefer Tide Pods because of their:
o Ease of use
o Effectiveness
o Novelty of the product
Pre-Dispensed laundry detergent is growing fast on the market. Currently Tide Pods hold
the largest percentage of market share in this category.
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Scents include Spring Meadow, Ocean Mist, Mystic Forest, and the new Lavender Fields scent.
Media Alert: Procter & Gamble Announces Community Workshops across the
United States
Procter & Gamble brings savvy laundry skills to cities throughout the United States with
workshops at Boys and Girls Clubs featuring Rob Gronkowski.
May 22, 2018 02:30 PM Central Standard Time
-- (EON: Enhanced Online News)—Procter & Gamble
WHAT: Procter & Gamble has teamed up with Boys and Girls Clubs and Rob Gronkowski
to teach safe laundry skills workshops to teenagers across the United States.
Gronkowski will travel to twenty cities across the United States to host the
workshops at the after-school programs.
The workshops will feature lessons on how to deal with common stains and
laundry problems. The classes will also cover how to safely use Tide Pods with
teenagers that are not used to doing their own laundry and will soon be moving
out of their parent’s homes. Participants will also have opportunities to take
pictures with Gronkowski and participate in giveaways.
WHY: As today’s teenagers are moving on to the next stage of life, it’s important that
they are prepared to live in the real world. Hosting these workshops lets Procter &
Gamble give back to communities while also ensuring teenagers know how to use
Tide Pods safely.
WHERE: LARRY & RHONDA SHEAKLEY CLUB
4100 Glenway Avenue
Cincinnati, OH 45205
WHEN: Friday, June 1, 2018
3:00pm- Arrival of Rob Gronkowski and photo ops
3:30pm- Press conference with Gronkowski
4:00pm- Workshops begin
HASHTAG: #MoveUpMoveTide
Contacts: Emily Buice, 555-555-5555
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Buice Public Relations
Emily Buice, 555-555-5555
Subject: Yes, we have to tell them not to eat Tide Pods
Chaim Gartenberg, Reporter, The Verge
Chaim- I loved your article on New York’s attempt to make Tide Pods look less edible. I have a
follow up idea for you: Procter & Gamble gets ahead of the tide and redesigns pods to look less
appetizing.
Considering the recent upswing in Tide Pod poisonings, it’s time Procter & Gamble take steps to
protect their customers. In the first few months of 2018, we’ve already seen 39 poisoning cases
from Tide Pods, this is in comparison to the 58 cases reported throughout 2017. This shows a
dangerous trend that warrants drastic measures, such as a product redesign. Procter & Gamble
CEO announced the new design at a press conference yesterday, saying “This is another example
of our company putting people first.” This new design is expected to reduce poisonings by 45%
in the next four months and 68% by the end of 2018.
Are you interested in interviewing Procter & Gamble’s Chief Research, Development and
Innovation Officer Kathleen Fish on the new design and how it will help families across the
United States? It could be a good fit for a story in the culture section of The Verge, or even as a
feature story in the science category in June. I’d be happy to set up a call.
Best regards,
Emily Buice
Twitter Pitch: @DaleDBuss great article on #P&G CEO David Taylor’s attempts to stop Tide
Pod abuse. Would you be interested in a follow up about Tide’s new pod design that is estimated
to lower poisonings by 45%?
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Backgrounder #1
Media Contact:
Emily Buice
Public Relations Manager-Buice Public Relations
555-555-5555
181 Years with Procter & Gamble
Today, Procter & Gamble is a thriving, multi-billion dollar business. However, 181 years
ago we started from humble beginnings. Cincinnati, Ohio was economically booming in 1837.
The city is located on the Ohio River, making it an ideal location to ship goods anywhere from
Pittsburgh to New Orleans. In addition, the meatpacking business was growing, creating a
bountiful supply of fat and oil to be used in soap and candle making.
Our founders, William Procter and James Gamble, were both utilizing the fat and oil
supply for their separate business. Procter emigrated from England and began a candle making
business. Gamble, an immigrant from Ireland, was an apprentice soap maker. These men were
drawn together through marriage. That is, they married sisters- Olivia and Elizabeth Norris.
Their father-in-law, Alexander Norris, suggested that Procter and Gamble go into business
together. Logistically, this made sense since both industries competed for the same raw
materials.
Even though it logistically made sense to start a business, financially it was questionable.
The United States was in the middle of a financial crisis. Banks were going out of business left
and right, leading to concerns that the United States itself could soon go bankrupt. Additionally,
there were countless other soap and candle makers in business. In just Cincinnati, there were 14
other similar business. Despite this, William Procter and James Gamble took a gamble. They
each put in $3,596.37 to start their business. Adjusted for inflation, today this would be
$89,040.45 each.
Thus, Procter & Gamble was born as a small candle and soap business on October 31,
1837. Their original office was located at 6th and Main. By 1940 P&G opened its first plant. This
plant, located on Central Avenue, was used to research and develop new and improved candles.
This led to the very first P&G patent in 1841. This patent was for a candle molding machine.
The business continued to grow, with 1848 seeing net profits of $37,000. In 1859 the
company expanded to $1,000,000 in sales and 80 employees. The top selling product of the time
was land oil, followed by candles. Soap only accounted for 1/3 of what candles brought in. P&G
candles were known for their high quality. Candle production peaked in 1867 with 319,235
boxes. Soon after, candle sales began declining. America was moving towards gas lighting and
P&G needed new products.
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With candle sales declining, the son of James Gamble began researching alternatives for
the business. In 1879, after years of research, P&G introduced Ivory Soap. Ivory Soap held a
reputation of matching the quality of the imported European soaps, but at an affordable cost. The
soap was mild enough to wash bodies with, yet strong enough to wash clothes and floors. This
reputation as the very first 2-in-1 product helped Ivory Soap take off. In 1884 P&G introduced a
new and improved soap, Lenox. Lenox was marketed as easier to hold in the hand and to use
with the washboard. Lenox became the second best-selling soap after Ivory.
From there, you could say its history. Today P&G is known as the leader in household
cleaning agents. From body washes, to floor cleaners, Procter & Gamble has remained an
innovator in cleaning products. Without the determination and creativity of James Gamble II,
P&G might not be here today. As it is, we are excited to celebrate 181 years of P&G with all of
our loyal customers.
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Backgrounder #2
Media Contact:
Emily Buice
Public Relations Manager-Buice Public Relations
555-555-5555
The Turn of Tide
Procter & Gamble started out in the laundry detergent market 1933 with a product called
Deft. Deft was designed for hand washing clothes and quickly made a name for itself. However,
with washing machines steadily taking hold in the laundry field, Deft was not up to the
challenge. Procter & Gamble released Tide in 1946 as the first heavy-duty laundry detergent in
the United States. Tide was designed to clean heavy soil from clothes in washing machines.
This formula remained the same until 1968 when Procter & Gamble added a new
technology, enzymes. Enzymes break down tough carbohydrate and protein stains in clothing.
Later in the 80s, Procter & Gamble released a new formula with bleach. This formula brightened
whites, while leaving colors unharmed. In addition to this new formula, a liquid detergent was
also released in 1984. This was the first of its kind in the United States. Previously, all detergents
came in powder form.
In 1992 Liquid Ultra Tide was released. This product was more concentrated and reduced
packaging waste. In 2000, the first single-dose laundry detergent hit the market. Tide Rapid
Action Tablets were on shelves for a short time, but their appearance was a prequel to modern
Tide Pods.
Throughout the 2000’s, Tide has undergone rapid expansion. Partnerships with other
popular Procter & Gamble products resulted in Tide with a Touch of Downy and Tide with a
Touch of Febreze. With consumers loving new scents, Tide continued releasing new scent
options. Further crossovers hit the shelves, with Tide with Dawn Stainscrubbers and Tide Plus
Febreze Freshness Sport offering consumers even more cleaning and scent power.
In 2012 Procter & Gamble released a product that revolutionized the laundry industry.
Unlike their predecessors, the Tide Rapid Action Tablets, Tide Pods came in a liquid form. Tide
Pods contain ultra-concentrated laundry detergent, softener, and other stain-fighting boosters.
These pods eliminated the need for consumers to measure and pour their laundry detergent.
Instead, they only had to grab a pod or two and toss them in the wash. This appealed to on-the-go
mothers and those who were first learning to do their laundry. As of 2018, it is estimated that
single dose laundry detergent pods account for 15% of the 7 billion-a-year US laundry detergent
sales.
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The single dose laundry pods have raised several questions regarding safety. Specifically
the likelihood that young children would mistake the brightly colored pods for candy or toys.
Procter & Gamble responded to these concerns in 2012 by increasing safety features on Tide
Pods. Packaging was redesigned with a double latched lid to make it more difficult for young
children to open. The packaging was also changed to an opaque orange to prevent young
children exploring the pods inside. This year, Tide launched a new safety and education
campaign to prevent teenagers and young adults from ingesting Tide Pods while also teaching
the youth of today how to safely do laundry.
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P&G Employee Raises $13,000 for Children
Last Saturday, Mary Compton woke up before dawn and quickly dressed in a bright orange body
suit. Within two hours she was plunging into the frigid waters of Mirror Lake in downtown
Cincinnati. With a howl, she emerged from the 500 meter swim, cheered on by over 200 of her
coworkers. Compton has raised over $13,000 for children in need through fundraising with P&G
for her participation in the Cincinnati Triathlon.
Mary Compton, a chemical engineer in P&G’s Research and Development department, has been
soliciting donations for two months to raise money for children in Cincinnati Children’s
Hospital. What began as a small fundraising goal soon grew exponentially.
Compton says it all started when she felt the need to give back to kids in Cincinnati’s Children’s
Hospital. Her own nephew just finished a round of chemotherapy to treat his leukemia.
“This is something that has touched me personally. I’ve seen the impact this hospital has on
children and their families and I wanted to give back” said Compton.
Compton saw an advertisement for the Cincinnati Triathlon, to be held in early June. She signed
up and began asking for donations in her office. Her main marketing tactic? She would wear a
neon orange bodysuit the whole race.
“I was getting a lot of support from my coworkers, who all know I hate the color orange. I
quickly surpassed my goal of $300” said Compton. “I decided to branch out to other areas since
there was so much interest.”
Compton sent a notice out to the entire Research and Development department. This notice
detailed how she was raising money through participating in the marathon to support children
receiving treatment in Cincinnati Children’s Hospital. Immediately, the department rallied
behind her.
“It was amazing” said Compton. “Within days I had gotten over $1,000 in donations just from
the R&D notice.”
Word quickly spread and Compton gained even more supporters.
“I had people asking how they could help, where they could sign up, just looking for any way to
help.”
The buzz drew the attention of managers across the company. The news worked its way up to the
highest levels of P&G when CEO David Taylor heard about Compton from the Director of
Research and Development.
“I was shocked to hear just how much she had raised in a short amount of time” said Taylor.
“She’s working hard for a cause she cares about, which is the type of passion we support at
P&G.”
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Taylor, moved by Compton’s story, pledged to match whatever Compton raised. He also worked
to create a “cheer squad” for the event. Within days, over a hundred P&G employees signed up
for the cheer squad.
As word spread about the triathlon, more donations rolled in. Within a week of her notice to
Research and Development, Compton had raised more than $3,000. Spurred on by her success,
she began a competition between departments. The department that donated the most could
choose a slogan for her bright orange body suit.
“The donations poured in faster than ever after we started the competition” Compton
commented. “Everyone wanted a chance to create the winning slogan.”
When the competition closed a week before the triathlon, the winner was clear. The Marketing
department had donated $3,700. The winning slogan? “Eat my bubbles!”
On the day of the triathlon, Compton stood confidently in front of her competitors with her
bright orange bodysuit reading “Eat my bubbles.” The P&G cheer squad was out in full force,
CEO David Taylor leading the pack. Taylor matched the donations Compton collected, resulting
in a $6,500 donation and $13,000 total. Over 200 P&G employees signed up to cheer on
Compton. They were strategically placed in groups along the triathlon track to keep up
Compton’s spirits throughout the race.
Even though she didn’t finish in first place, Compton still enjoyed the experience.
“The amount of support I’ve received is breathtaking. I never would have imagined my small
fundraiser would have turned into a company-wide effort” commented Compton after the race.
“I’m thankful that I have such a strong support system through P&G. Without them, none of this
would have been possible.”
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STORY: Tide Reduces Pod Poisonings
Air Date: For Immediate Release
Length: 90 seconds
T/C VISION AUDIO
20 secs B-roll of women walking through grocery stores and picking packages of Tide Pods off shelves.
MANY MOTHERS ACROSS THE NATION HAVE TURNED TO TIDE PODS TO SAVE TIME AND ENERGY WITHIN THEIR SCHEDULES. HOWEVER… IN RECENT WEEKS CONCERN HAS GROWN ABOUT THE SAFETY OF TIDE PODS WITH THE *TIDE POD CHALLENGE* AT THE FOREFRONT OF MANY PARENT’S MINDS. PROCTER AND GAMBLE ANNOUNCED A NEW PRODUCT DESIGN FOR TIDE PODS MONDAY MORNING THAT MAKES THE PRODUCT SAFER AND MORE EFFICIENT THAN EVER BEFORE.
11 secs Chart of Tide Pod poisonings from this year compared to other years.
THE VIRAL SOCIAL MEDIA CHALLENGE HAS RESULTED IN ABOUT 200 POISONINGS THIS YEAR. IN RESPONSE… PROCTER AND GAMBLE REDESIGNED THEIR TIDE PODS TO BE SAFER FOR BOTH YOUNG CHILDREN AND YOUNG ADULTS.
14 secs 360-degree video of the new Tide Pods that transitions into a drawing of a Tide Pod dissolving in the front profile of a washing machine. Transitions to a side profile drawing video of a Tide Pod in a mouth, then the mouth spitting out the Tide Pod.
THE DESIGN INCLUDES A NEW POLYTRITHURITINE COATING THAT REQUIRES MORE LIQUID TO DISSOLVE… BUT WILL STILL EASILY DISSOLVE IN A FULL WASHING MACHINE. THE PODS WILL NOT BE ABLE TO DISSOLVE FROM THE MOISTURE IN A MOUTH WITHOUT REMAINING THERE FOR *SEVERAL* MINUTES.
10 secs Video of an interview with Chief Research and Development Officer Kathleen Fish at a Tide Pod production facility. Background noise is muted but workers can be seen.
“Procter and Gamble is dedicated to the safety of our customers. As soon as we identified the poisoning risks... we began researching and developing solutions. Within a few months... we were able to come up with a safer... more effective product.”
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15 secs
Montage of machines in factory making the Tide Pods
THE NEW TIDE POD DESIGN ALSO LED TO LOWER PRODUCTION COSTS. THE NEW PODS ARE LESS RESISTANT TO TEARING… MEANING LESS ARE WASTED IN PRODUCTION. PROCTER AND GAMBLE EXPECTS THIS TO SAVE HALF A MILLION DOLLARS OVER THE NEXT YEAR. SHOPPERS SHOULD SAVE AN AVERAGE OF THREE DOLLARS PER PURCHASE OF TIDE PODS.
10 secs Graphics showing the customer satisfaction and safety reports.
EARLY REPORTS SHOW A FIFTY-FIVE PERCENT INCREASE IN CUSTOMER SATISFACTION WITH THE NEW TIDE PODS. RESEARCH SHOWS THAT MORE PARENTS ARE COMFORTABLE HAVING TIDE PODS IN THEIR HOMES AND FEEL SAFE USING PODS AROUND THEIR CHILDREN.
10 secs B-roll of mother sorting clothing near washing machine. A child comes up and begins handing clothes to the mother.
WITH THE NEW PRODUCT DESIGN... IT IS ESTIMATED THAT THE NUMBER OF CHILD POISONINGS WILL BE CUT IN HALF BY THE END OF 2018. THANKS TO THE PROMPT RESPONSE FROM PROCTER AND GAMBLE... SNACK TIME IS NO LONGER IN THE LAUNDRY ROOM.
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Slug: Move Up Move Tide Moving to Cincinnati
Procter & Gamble
Emily Buice: (555)555-5555
5/20/2018
10 20 30 50 80
Background Music “Wallpaper” by Kevin Macleod
Announcer:
Enthusiastic,
welcoming, female
voice
TIDE IS BRINGING LIFE SKILLS TO BOYS AND GIRLS CLUBS ACROSS THE
COUNTRY THIS SUMMER. A NEW
EDUCATIONAL SERIES… MOVE UP MOVE TIDE… WILL BE KICKING OFF AT THE
CINCINNATI BOYS AND GIRLS CLUB THIS FRIDAY… MAY TWENTY FIFTH.
SFX: Children laughing and football whistle blowing cuts in.
Announcer:
Enthusiastic,
welcoming, female
voice
PATRIOT’S PLAYER ROB GRONKOWSKI WILL MAKE
APPEARANCES AT *EVERY* MOVE UP MOVE TIDE EVENT.
GRONKOWSKI WILL FACILITATE WORKSHOPS ON SAFE
LAUNDRY PRACTICES FOR GRADUATING HIGH SCHOOL
SENIORS. THE SERIES WILL MOVE TO TEN OTHER U-S CITIES
THROUGHOUT MAY AND JUNE. FOR MORE INFORMATION,
VISIT W-W-W DOT MOVE UP MOVE TIDE DOT COM
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Slug: Procter and Gamble launches Safer Pods Safer You Campaign
Procter & Gamble
Emily Buice: (555)555-5555
6/18/2018
10 20 30 50 80
Background Music “Monkeys, Spinning Monkeys” by Kevin Macleod
Announcer: Serious
but peppy, i.e.
Stephen Colbert.
PROCTER AND GAMBLE LAUNCHED THEIR SAFER PODS
SAFER YOU CAMPAIGN THIS MORNING WITH AN
INTERACTIVE WEBSITE AND SOCIAL MEDIA CONTENT. THE CAMPAIGN’S GOAL
IS TO EDUCATE CONSUMERS ON THE SAFE USAGE OF TIDE PODS. THE
WEBSITE FEATURES AN
INTERACTIVE LAUNDRY WALK THROUGH… LAUNDRY HELP FORUMS…AND
TIDE POD SAFETY INFORMATION. THE
CAMPAIGN WILL ALSO FEATURE GIVEAWAYS THROUGH
SOCIAL MEDIA CHALLENGES WITH THE CHANCE TO WIN
FREE TIDE PODS FOR A YEAR. THE WEBSITE CAN BE FOUND AT W-W-W DOT
SAFER TIDE SAFER YOU DOT COM. THE SOCIAL MEDIA CHALLENGES CAN BE
FOUND ON TIDE’S INSTAGRAM AND FACEBOOK PAGES.
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Photo News Release
In Cincinnati, Ohio, Reid Whittaker (left) and Jessica Van (right), participants in Tide’s Move
Up Move Tide workshops listen as a laundry presentation is given to the Boys and Girls Club of
Cincinnati. Participants spent the afternoon learning how to safely do laundry and other life skills
before having fun with a family carnival. The workshops are led by Patriot’s Player Rob
Gronkowski and aims to teach teens and young adults real-world laundry skills.
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Publicity Photo
Procter & Gamble unveils new Tide Pod designs that feature duller colors, tougher pods, and
new scents. The new pods are expected to decrease the frequency of single use detergent pod
poisonings by the end of 2018.
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Bumper Sticker
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Direct Mail Letter
Dear Mary,
Do you feel like you’re always on –the-go?
Busy families across the United States feel the same. Procter &
Gamble would like to give you the chance to win some of your
precious time back by using Tide Pods for your laundry needs.
“Tide Pods are so quick and easy to use. All I have to do is
toss one in the washer in between juggling the kids. With their
color stay technology, I don’t have to worry about the colors
bleeding and fading, meaning I can spend more time with my kids
and less sorting lights and darks.”- Tina Toms, Mother
Tide Pods are designed with families in mind. With several
scents available, including options for sensitive skin, Tide
Pods fit into with every family’s needs. Additionally, Tide
Pods are safer than ever with redesigned packaging, thicker
coatings, and even duller colors.
We’ve included a few coupons for your next Tide Pod purchase at
any major retailer. For more cash-saving opportunities, check
out the Safer Pods, Safer You social media pages where regular
giveaways take place. Enjoy the extra time Tide Pods will save
you this week!
Sincerely,
David Taylor
CEO, Procter & Gamble
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Coupons
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Vol. 93
P&G Opens Denver
Plant
P&G recently celebrated the opening of a new production plant in Denver, Colorado. The plant officially began operations on May 2, 2018. The celebrations included a “family fun day” for employees and families alike.
Global Design Officer, Phillip Duncan, said
“This plant helps us grow our P&G family, and brings hundreds of jobs to a new community.”
The plant will primarily produce laundry products as well as household cleaning products. It is estimated that this opening will boost production by at least 7.5% by the end of 2018.
The plant employees over 2,000 people and provides job training for all production positions.
P&G Summer
Quarterly
P&G Employee Raises $13,000
for Children
Last Saturday, Mary Compton woke up before dawn and quickly dressed
in a bright orange body suit. Within two hours she was plunging into the frigid
waters of Mirror Lake in downtown Cincinnati. With a howl, she emerged from
the 500 meter swim, cheered on by over 200 of her coworkers. Compton has
raised over $13,000 for children in need through fundraising with P&G for her
participation in the Cincinnati Triathlon.
Mary Compton, a chemical engineer in P&G’s Research and
Development department, has been soliciting donations for two months to raise
money for children in Cincinnati Children’s Hospital. What began as a small
fundraising goal soon grew exponentially.
Cincinnati Triathlon participants leap into Mirror Lake on May 26, 2018. Mary Compton raised over
$13,000 for her participation this year.
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Compton says it all started when she felt the need to give back to kids in
Cincinnati’s Children’s Hospital. Her own nephew just finished a round of
chemotherapy to treat his leukemia.
“This is something that has touched me personally. I’ve seen the impact
this hospital has on children and their families and I wanted to give back” said
Compton.
Compton saw an advertisement for the Cincinnati Triathlon, to be held in
early June. She signed up and began asking for donations in her office. Her
main marketing tactic? She would wear a neon orange bodysuit the whole
race.
“I was getting a lot of support from my coworkers, who all know I hate
the color orange. I quickly surpassed my goal of $300” said Compton. “I
decided to branch out to other areas since there was so much interest.”
Compton sent a notice out to the entire Research and Development
department. This notice detailed how she was raising money through
participating in the marathon to support children receiving treatment in
Cincinnati Children’s Hospital. Immediately, the department rallied behind
her.
“It was amazing” said Compton. “Within days I had gotten over $1,000
in donations just from the R&D notice.”
Word quickly spread and Compton gained even more supporters.
“I had people asking how they could help, where they could sign up, just
looking for any way to help.”
The buzz drew the attention of managers across the company. The news
worked its way up to the highest levels of P&G when CEO David Taylor heard
about Compton from the Director of Research and Development.
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“I was shocked to hear just how much she had raised in a short amount of
time” said Taylor. “She’s working hard for a cause she cares about, which is the
type of passion we support at P&G.”
Taylor, moved by Compton’s story, pledged to match whatever Compton
raised. He also worked to create a “cheer squad” for the event. Within days,
over a hundred P&G employees signed up for the cheer squad.
As word spread about the triathlon, more donations rolled in. Within a
week of her notice to Research and Development, Compton had raised more
than $3,000. Spurred on by her success, she began a competition between
departments. The department that donated the most could choose a slogan for
her bright orange body suit.
“The donations poured in faster than ever after we started the
competition” Compton commented. “Everyone wanted a chance to create the
winning slogan.”
When the competition closed a week before the triathlon, the winner was
clear. The Marketing department had donated $3,700. The winning slogan?
“Eat my bubbles!”
On the day of the triathlon, Compton stood confidently in front of her
competitors with her bright orange bodysuit reading “Eat my bubbles.”
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The P&G cheer squad was out in full force, CEO David Taylor leading
the pack. Taylor matched the donations Compton collected, resulting in a $6,500
donation and $13,000 total. Over 200 P&G employees signed up to cheer on
Compton. They were strategically placed in groups along the triathlon track to
keep up Compton’s spirits throughout the race.
Even though she didn’t finish in first place, Compton still enjoyed the
experience.
“The amount of support I’ve received is breathtaking. I never would
have imagined my small fundraiser would have turned into a company-wide
effort” commented Compton after the race. “I’m thankful that I have such a
strong support system through P&G. Without them, none of this would have
been possible.”
181 Years with Procter & Gamble
Today, Procter & Gamble is a thriving, multi-billion dollar business.
However, 181 years ago we started from humble beginnings. Cincinnati, Ohio
was economically booming in 1837. The city is located on the Ohio River,
making it an ideal location to ship goods anywhere from Pittsburgh to New
Orleans. In addition, the meatpacking business was growing, creating a
bountiful supply of fat and oil to be used in soap and candle making.
Our founders, William Procter and James Gamble, were both utilizing
the fat and oil supply for their separate business. Procter emigrated from
England and began a candle making business. Gamble, an immigrant from
Ireland, was an apprentice soap maker. These men were drawn together
through marriage. That is, they married sisters- Olivia and Elizabeth Norris.
Their father-in-law, Alexander Norris, suggested that Procter and Gamble go
into business together. Logistically, this made sense since both industries
competed for the same raw materials.
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1837 P&G Partnership Agreement
Even though it logistically made sense to start a business, financially it
was questionable. The United States was in the middle of a financial crisis.
Banks were going out of business left and right, leading to concerns that the
United States itself could soon go bankrupt. Additionally, there were countless
other soap and candle makers in business. In just Cincinnati, there were 14
other similar business. Despite this, William Procter and James Gamble took a
gamble. They each put in $3,596.37 to start their business. Adjusted for
inflation, today this would be $89,040.45 each.
Thus, Procter & Gamble was born as a small candle and soap business
on October 31, 1837. Their original office was located at 6th and Main. By 1940
P&G opened its first plant. This plant, located on Central Avenue, was used to
research and develop new and improved candles. This led to the very first P&G
patent in 1841. This patent was for a candle molding machine.
The business continued to grow, with 1848 seeing net profits of
$37,000. In 1859 the company expanded to $1,000,000 in sales and 80
employees. The top selling product of the time was land oil, followed by
candles. Soap only accounted for 1/3 of what candles brought in. P&G candles
were known for their high quality. Candle production peaked in 1867 with
319,235 boxes. Soon after, candle sales began declining. America was moving
towards gas lighting and P&G needed new products.
With candle sales declining, the son of James Gamble began
researching alternatives for the business. In 1879, after years of research, P&G
introduced Ivory Soap. Ivory Soap held a reputation of matching the quality of
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the imported European soaps, but at an affordable cost. The soap was mild
enough to wash bodies with, yet strong enough to wash clothes and floors. This
reputation as the very first 2-in-1 product helped Ivory Soap take off. In 1884
P&G introduced a new and improved soap, Lenox. Lenox was marketed as
easier to hold in the hand and to use with the washboard. Lenox became the
second best-selling soap after Ivory.
From there, you could say its history. Today P&G is known as the
leader in household cleaning agents. From body washes, to floor cleaners,
Procter & Gamble has remained an innovator in cleaning products. Without the
determination and creativity of James Gamble II, P&G might not be here today.
As it is, we are excited to celebrate 181 years of P&G with all of our loyal
customers.
The Turn of the Tide
Procter & Gamble broke into the laundry business in 1933 with Deft.
Deft was designed for hand washing clothes and quickly made a name for itself.
However, with washing machines steadily taking hold in the laundry field, Deft
was not up to the challenge. Procter & Gamble released Tide in 1946 as the first
heavy-duty laundry detergent in the United States. Tide was designed to clean
heavy soil from clothes in washing machines.
This formula remained the same until 1968 when Procter & Gamble
added a new technology, enzymes. Enzymes break down tough carbohydrate
and protein stains in clothing. Later in the 80s, Procter & Gamble released a
new formula with bleach. This formula brightened whites, while leaving colors
unharmed. In addition to this new formula, a liquid detergent was also released
in 1984. This was the first of its kind in the United States. Previously, all
detergents came in powder form.
In 1992 Liquid Ultra Tide was released. This product was more
concentrated and reduced packaging waste. In 2000, the first single-dose
laundry detergent hit the market. Tide Rapid Action Tablets were on shelves for
a short time, but their appearance was a prequel to modern Tide Pods.
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Throughout the 2000’s, Tide has undergone rapid expansion.
Partnerships with other popular Procter & Gamble products resulted in Tide
with a Touch of Downy and Tide with a Touch of Febreze. With consumers
loving new scents, Tide continued releasing new scent options. Further
crossovers hit the shelves, with Tide with Dawn Stainscrubbers and Tide Plus
Febreze Freshness Sport offering consumers even more cleaning and scent
power.
In 2012 Procter & Gamble released a product that revolutionized the
laundry industry. Unlike their predecessors, the Tide Rapid Action Tablets,
Tide Pods came in a liquid form. Tide Pods contain ultra-concentrated laundry
detergent, softener, and other stain-fighting boosters. These pods eliminated the
need for consumers to measure and pour their laundry detergent. Instead, they
only had to grab a pod or two and toss them in the wash. This appealed to on-
the-go mothers and those who were first learning to do their laundry. As of
2018, it is estimated that single dose laundry detergent pods account for 15% of
the 7 billion-a-year US laundry detergent sales.
The single dose laundry pods have raised several questions regarding
safety. Specifically the likelihood that young children would mistake the
brightly colored pods for candy or toys. Procter & Gamble responded to these
concerns in 2012 by increasing safety features on Tide Pods. Packaging was
redesigned with a double latched lid to make it more difficult for young
children to open. The packaging was also changed to an opaque orange to
prevent young children exploring the pods inside. This year, Tide launched a
new safety and education campaign to prevent teenagers and young adults from
ingesting Tide Pods while also teaching the youth of today how to safely do
laundry.
Interviews with P&G Mothers
Q. Many mothers find it increasingly difficult to juggle work with family, how do you handle it?
A. “My biggest tip is prioritization. At the end of the day you have to choose what matters both. I’m lucky that I have a team that supports the choices I make and helps me prioritize my family while enjoying my work.”- Allison, P&G Researcher
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Q. What is your go-to-hack for making the evenings after work smoother?
A. “My go-to-hack is having everything pre-sorted. So for dinner I prep everything I need the night before so it’s ready to go as soon as I go home. On laundry days I pre-sort all the clothes throughout the week, so all I have to do is toss them in with a pod.”- Rebecca, Accounting
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P&G Mission Statement
At Procter & Gamble, we are
dedicated to creating great products
that will change the lives of our
customers.
To reach this goal, we strive for the
best in all we do.
We actively recruit leaders and
innovators to bring growth to our
company.
We challenge ourselves to push the
status quo and find new and
improved ways of getting things
done.
We run our company on five core
values, leadership, ownership,
passion for winning, and trust.
Without these core values, Procter
& Gamble would not be a leader in
our industry or have the trust of
consumers around the world.
Procter & Gamble
1818 Forest Ave.
___ Cincinnati, OH 41073
___
Phone: (555)555-5555 ___
Fax: 325.555.0145
___
Summer 2018
Growing with you, for you.
Procter & Gamble
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On May 22, 2018, Procter & Gamble
unveiled a new Tide Pod design. The
design utilized a thicker coating and
duller colors to make the pods less
appealing to children.
Tide also launched “Safer Pods, Safer
You,” campaign that includes:
• Interactive laundry walkthroughs
• Clickable Tide Pod that gives
information on safety features and tips.
• A forum for users to get assistance
on tough laundry questions
• Giveaways for participation in
“Social Media Safety Challenges”
Users can explore the website for tips on how
to safely use Tide Pods, or get a laugh out of
the comedic “challenge posts” Tide is posting
on Social Media.
Safer Pods, Safer You
Procter & Gamble teamed up with Boys
and Girls Clubs and Rob Gronkowski to
teach safe laundry skills workshops to
teenagers across the United States this
summer. Gronkowski will travel to
twenty cities across the United States to
host the workshops at after-school
programs.
The workshops feature lessons on how to
deal with common stains and laundry
problems. The classes also cover how to
safely use Tide Pods with teenagers that
are not used to doing their own laundry
and will soon be moving out of their
parent’s homes. Hosting these
workshops lets Procter & Gamble give
back to communities while also ensuring
teenagers know how to use Tide Pods
safely as they gain independence.
MOVE UP, MOVE TIDE
In 2017, we saw net sales of 65.1
billion dollars. With ten category
portfolios, Procter & Gamble has
a hand in most household
products. See below for a
breakdown of these sales as well
as popular products.
Some of our most popular brands
include: Charmin, Pampers,
Luvs, Tide, Downy, Gain, Swiffer,
Febreze, Crest, Vicks, Oral-B,
Fusion, Gillett, Venus, Pantene,
Olay, and Old Spice
P&G NET SALES BY BUSINESS SEGMENT
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28%
18%32%
12%
10%
SALES BY BUSINESS SEGMENT
Baby,feminine,family careBeauty
Fabric andHome Care
Health Care
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