P&G goes all out in mag campaign

the advertiser and the brand that led the way in defining an entire school of television advertising is certainly not shy about using other media as well.Procter & Gamble has launched a major national advertising campaign in magazines in support of...

the advertiser and the brand that led the way in defining an entire school of television advertising is certainly not shy about using other media as well.

Procter & Gamble has launched a major national advertising campaign in magazines in support of its Ultra Tide detergent.

And true to its heritage as a believer in the power of advertising, p&g has gone all out.

It is supporting the brand with a bold and emphatic print campaign in such magazines as Canadian Living, Homemaker’s and Flare in English Canada andCoup de Pouce and Clin d’Oeil in French markets.

A double-page spread opens on the left-hand page with a full-page photograph of an infant in a highchair, literally wearing lunch.

In this case it is a bowl of spaghetti. The child’s non-plussed expression, captured by photographer Nigel Dickson, tells it all.

The right-hand page carries a testimonial from the child’s mother, followed by the tagline: ‘If it’s got to be clean, It’s got to be Tide.’

A single-page version uses the same photograph and the headline: ‘The day I switched to Tide.’

Saatchi and Saatchi art director Keith Hillmer, says the advertising represents a reaffirmation by p&g of some of the basic marketing tenets that have made the company successful.

Hillmer says p&g has always invested heavily in research and development, which has resulted in superior products ‘and then they’ve advertised heavily behind them because they want to let the world know about them.’

He says that belief ‘has been enhanced by a commitment to strong ideas, beautifully executed.

‘They still appreciate the value of an idea, but it’s not just about being `out there.’ It’s being out there with a bigger and bolder presence.’

Scott Miller, p&g director of marketing for laundry and cleaning products, says the magazine spread is consistent with the Tide brand character in that it tells a story about Tide and the way it connects with people’s lives.

Miller says the advertising creative delivered in its ability to tell the story in a fresh and distinctive way.

Copywriter was Donna McCarthy.