Niche Advertising/Audience Targeting


Procter & Gamble Lets The Fans Decide In Super Bowl Ad

January 30, 2020 Sarah Cavill

It’s that time of year again. When everyone gathers around with friends, family and snacks to watch the biggest commercials of the year. Forget the football — it’s the funny, touching and innovative ads from a diverse range of brands and businesses that keep many fans tuning into the Super Bowl each year. And, with nearly 100 million people watching the big game, brands go all out.

Ad Age reports, “Procter & Gamble Co. will have three ads in the Super Bowl, including Tide's return to the game and a 60-second spot that will feature several brands and will be influenced by viewers.”

Choose Your Own Adventure Ad From P&G Brands

p&g shampooIn addition to the Olay ad featuring an all-female cast in support of Girls Who Code, and the return of Tide to the Super Bowl advertising landscape, P&G has created a spot featuring several of their brands — with a twist. Bounty, Charmin, Old Spice, Febreze, Mr. Clean, Olay and Head & Shoulders will be featured in an ad set to air during the fourth quarter of the Super Bowl, but the final spot will be developed through an interactive website created by P&G allowing consumers to decide the outcome of the commercial. P&G spokespeople (and bears), including Head & Shoulders’ Sofia Vergara, Old Spice’s Isaiah Mustafa and the Charmin Ultra Strong bear are featured in the commercial.

“What you’ll see at the Super Bowl is the world’s first interactive ad, so we’re working with a company called Eko which is a technology that allows you to literally interact and choose which path the ad is going to take... It’s a 60-second ad, and when you go online it has 64 different choices and combinations that you can make,” said P&G’s Chief Brand Officer Marc Pritchard.

The interactive P&G ad format literally allows interested consumers to have a say in what products they prefer to clean up the big mess featured in the commercial, creating an opportunity for P&G to gather more data on their consumers and for consumers to feel connected to brands they are loyal to.

P&G Uses The Super Bowl To Try Out A Risky But Innovative Idea

Many brands use the Super Bowl as a chance to try out new campaigns or take risks with new creative. For P&G, combining several brands into one spot is unheard of. “Few brands can pull something like this off, and P&G is capitalizing on brand equity that took many years and millions of dollars to build. It’s a risky move and, as we all know, the stakes are incredibly high, but they know that,” said Tamryn Kerr, Creative Director of the agency that developed the spot.

P&G Uses Propensity Marketing To Target Consumer Segments

P&G made news last year with their transition to using a propensity marketing concept, which allows brands to reach and engage tightly defined consumer segments performing as predicted when purchasing P&G products.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Associate Content Manager, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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