Last year Accenture released a report about the rise of purpose-led brands. The report states that more and more consumers are choosing brands with a purpose.
In the next few posts, I’d like to explore with you two leading consumer goods company who are at the forefront of building purpose-led brands, P&G and Unilever.
Specifically, we’ll be taking a tour of a few of their well known brands. We begin our tour with P&G. Lots of ground to cover so let’s get started.
What P&G stands for
Purpose of P&G
Touching and improving lives.
At P&G, our purpose is to touch and improve the lives of every person in the world. Every one of our brands has a unique derivative of this purpose. And it is this purpose that drives everything we do.
This quote is from a speech by the global marketing and brand building officer, Marc Pritchard. The speech also touches on Thank You, Mom campaign, which originated from the 2010 Winter Olympics in Vancouver. The campaign started from finding and developing “an idea that united P&G’s purpose of touching and improving lives with the Olympic movement’s purpose of building a better world through sports.”
Below we’ll be looking how this overarching purpose is manifested in some of P&G’s brands.
Improve baby’s happy, healthy development.
Shifting with cultural shifts
The global baby brand made a statement about the cultural shifts in fatherhood both in 2018 and 2019. The first commercial with John Legend and Adam Levine launched during Father’s Day and its sequel on this year’s Super Bowl. Both wonderful and both will make you smile.
Empowering girls and women.
To encourage girls everywhere to embrace failure as fuel to build confidence & Keep Going #LikeAGirl.
The feminine-care brand Always debuted its campaign to change the perception of the phrase “like a girl” in 2014. The viral campaign, which was named PRWeek’s Campaign of the Year, got amplified in 2015 with an ad spot in Super Bowl.
P&G followed up with the “Unstoppable” campaign where the centerpiece is their partnership with TED to provide content around the theme of confidence.
Find more about this campaign over at their website.
To be continued…
In the next post, I’ll be covering two more P&G brands: one which made quite a stir in the ad industry during the Super Bowl and the other which sparked a movement from the Philippines.
Before I go, here are two new books about purpose I came across recently.