800-pound gorilla (P&G) tries guerrilla marketing

800-pound gorilla (P&G) tries guerrilla marketing

Mass marketing powerhouse Procter & Gamble Co. is taking unusual marketing tacks for 2 fall product launches. For its new Crest Whitestrips, P&G is making the unprecedented move of launching national advertising for a product before it reaches national grocery, drug and mass merchandise dist...

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Veröffentlicht in:Advertising Age 2000-09, Vol.71 (39), p.0_1
Hauptverfasser: Neff, Jack, Thompson, Stephanie
Format: Artikel
Sprache:eng
Schlagworte:
Consumer goods
Consumers
Dentists
Health & beauty aids
Internet
Market strategy
Marketing
Product introduction
Snack foods
Toothpaste
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Zusammenfassung:Mass marketing powerhouse Procter & Gamble Co. is taking unusual marketing tacks for 2 fall product launches. For its new Crest Whitestrips, P&G is making the unprecedented move of launching national advertising for a product before it reaches national grocery, drug and mass merchandise distribution. Meanwhile, the marketer is building buzz behind its teen-targeted Jeckles snacks in guerilla sneak attack on Frito-Lay in the bagged snack category.
ISSN:0001-8899
1557-7414