P&G’s Marc Pritchard Discusses the Limits of How Much Good Brands Can Do

P&G’s Marc Pritchard Discusses the Limits of How Much Good Brands Can Do

Many companies do good for society.

Earlier this month, Spam and Skippy peanut butter maker Hormel Foods announced plans to donate $ 20,000 to Make-A-Wish Minnesota and an additional $ 20,000 to Feeding America. Kraft Heinz coffee brand Maxwell House recently pledged $ 200,000 to build homes for veterans. Kellogg’s helped feed 13 million meals to people in need in 2020. There are many more examples of corporate philanthropy on the part of the CPG conglomerates.

Procter & Gamble, maker of several well-known household brands, is no stranger to using its power to make the world a better place – be it fighting racism, tackling prejudice against LGBTQ people, or promoting young women in color to do the one thing Pursuing a career in filmmaking. That summer, the company announced its intention to become carbon neutral by 2030.

“We are sticking to our environmental sustainability commitments as the next decade is a critical window to tackling climate change,” said David Taylor, CEO of P&G, in the company’s 2020 Citizens Report, which outlines how the CPG Manufacturers want to become a better member of communities around the globe.

Today, P&G is committed to doing more good deeds. As part of the Lead With Love campaign, the company plans to do 2,021 “deeds of good” in 2021. This includes additional donations for Covid-19 relief efforts as well as a number of brand-specific programs. Pampers, for example, will give 400,000 books to families with newborns. Millions of historic products are always being shipped to a handful of nonprofits.

“Some of these things will be completely new. Many will be the next wave of what we do because we believe [it’s] It’s important to keep these efforts going to make an ever bigger impact every year, ”Marc Pritchard, P & G’s chief brand officer, told Adweek.

The Cincinnati-based company is also encouraging buyers to join the promotion through a new rewards program. When people earn points by answering surveys and purchasing products, P&G donates to causes they want to support.

A 60-second commercial created by Dentsumcgarrybowen to help raise awareness of P & G’s 2021 initiative features various toddlers displaying a range of emotions, from joy and surprise to sadness and fear. The soundtrack includes a choral version of Dreams by The Cranberries.

“We are born with [eight] Emotions. But the most powerful thing is love, ”reads the center of the ad in blue text on a white background. The commercial ends with the audience being asked to get involved.

Unlike many companies that have suffered this year, several CPG manufacturers have seen sales spike as people work, study, exercise, and stream their favorite shows from home during the pandemic. P&G is no exception. In October, the Tide laundry detergent and Charmin toilet paper maker reported organic sales up 9% to $ 19.3 billion for the quarter ended September 30. In this sense, it is currently easier for P&G to be more generous than an airline or restaurant chain, for example.

With a huge ad budget, P&G also has a louder voice than most, so it can get the message across to more people to do good. In October, P&G allocated $ 164.4 million for commercials that aired on national television – more than any other company – and received more than 33.6 billion impressions, according to Nielsen Ad Intel. Berkshire Hathaway ranked second with $ 126.5 million, followed by Amazon with $ 121.9 million.

Because marketing, as it is commonly called, can sometimes work and sometimes not. Critics of the tactic might put it this way: If a company is giving away money and there is no buyer to hear about it, does it make a difference?

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