P&G Cannes Summary 2010 Part 2

Tuesday, July 13, 2010 7:30 pm EDT

Good Morning.

I wanted to start by showing you an example of what I believe is great creativity. Because despite all of the changes we face, there is one constant – the need for big, brilliant, creative ideas. That’s why we are here at Cannes, and that’s why I’m happy to be with you – the world’s best creative minds.

This execution has something else going for it. It’s inspired by purpose, and that’s what I want to talk with you about today – a new way of building our brands through defining their purpose and why each brand uniquely exists to make the lives of the world’s consumers just a little bit better ever day.

As I think about the power of the people gathered here in Cannes, I believe that we’re at a unique inflection point in our industry’s history, and we have the ideal opportunity to positively shape the future of brand building.

“I believe we’re at a unique inflection point in our industry’s history, and we have the ideal opportunity to positively shape the future of brand building.”

 Our work and our roles are shifting, and I believe there are three key ways that we as an industry must shift.

First, I believe we must shift our mindset from marketing to serving inspired by each brand’s purpose.

Second, I think we need to change from just selling attributes so people buy our products, to touching consumers with ideas that create emotional bonds with our brands.

And third, I believe we need to move from advertising campaigns that talk about what we want consumers to hear, to creative ideas that spark movements to inspire people to act as part of larger brand community.

I believe now is the time to shift because consumers are asking us for it. Cynicism and distrust of companies, governments and brands are at their highest. People want to know more about what brands stand for and what they are doing for the world, not just for themselves. Complete transparency is the expectation, and in the next 18 months, 4.5 billion people will have access to the internet through mobile technology. Consumers can and will find out what we care about, what we value, and what we do.

So how are we going to do this? How do we make this shift from marketing to serving inspired by a brand’s purpose?

At P&G, our company’s purpose is to touch and improve the lives of more consumers in more parts of the world more completely. We consider four key platforms for defining how a brand can serve consumers and make their lives better. Of course, it starts with innovative new products – that’s essential. We also look at new services for consumers to make everyday life better. Sometimes, we include entertainment, because it touches people’s hearts, and of course, acts of kindness and generosity for the greater good are always important to us. Why are these four platforms so important to all of us here? Because they all must be brought to life by creative ideas that touch people’s hearts and get people to participate in your brand’s community.

Let me show you a few examples to illustrate.

Tide’s purpose is to provide hope, optimism and possibilities through pristinely clean clothes, and it hits the majority of our platforms. For 60 years Tide has been making life better as an “everyday cleaning miracle” with innovative products such as Tide Liquid, Tide Coldwater, Tide Stain Release, Tide Naturals and Tide ActiLift coming in July. But Tide is also serving people with services.

How many of you have suffered from a poor dry cleaning experience? Tide now has a dry cleaning service that delivers brilliant cleaning, removes stains without direction, as well as other specialty services such as a drive-through concierge, 24-hour drop box, an on-site tailor, and even has a friendly service person at the counter. Tide is giving us all optimism for a new world of dry cleaning.

And Tide Loads of Hope is an idea that expresses optimism through acts of kindness. When disaster strikes, water services are destroyed and people have no way of doing laundry so they don’t have clean clothes. One of the first steps to getting people to feel better about themselves and their future is to help them get clean clothes. So Tide takes a mobile laundromat to disaster areas hit by hurricanes and earthquakes to give hope by simply doing the laundry.

From Hurricane Katrina to the Haiti Earthquake, 30,000 loads of laundry have been washed for 20,000 families. This purpose-inspired idea inspires people to act as part of a larger Tide community, and demonstrates Tide’s purpose of providing hope and optimism from the simple act of serving people with clean clothes.

The next example that I want to talk about is Gillette. This is one I particularly like because it shows how a big idea can bring platforms to life and get people to participate in the brand’s community. Gillette’s purpose is to help men look, feel and be their best with the cleanest, closest most comfortable shave that leads to confidence.

In India, men have thick, tough beards and the majority shave with a double edge razor and without any water or shaving cream. Shaving can be painful chore so many guys skip shaves and sport the "stubble look." Another reason for the stubble look - and this isn’t specific to India but to men around the world – is that we can be inherently lazy. How many of you have asked, “Do I need to shave today?”

This insight led to an idea that has people in India participating in the Gillette brand community. The movement started last year with “To Shave or Not,” a national debate – something the people of India love to do – where Gillette asked “Are clean shaven men more successful?” “Do women prefer clean shaven celebrities?” And most importantly, “Are clean shaven men more attractive to women?”

And the movement continued this year with “Women Against Lazy Stubble” where women are participating to get men to shave. They’re continuing debates by involving celebrities and newscasters. They’re driving word of mouth through a huge PR effort. They’re debating through social media. And they’re having fun with TV.

This idea is executed in every medium from digital, print, PR, at the store, and in pop-up service clinics that give men tips on how to shave, dress, interview and even talk with women. Because let’s face it, what’s one of the best ways to serve to make a man’s life better? Help him be attractive to women, including these three Bollywood actresses who participated in the campaign. The results are strong, with a plus 40% increase in the Gillette business. With ideas like “To Shave to Not” and “Women Against Lazy Stubble,” Gillette has started a purpose-inspired movement that is improving the lives of men in India.

Pampers actually covers all four platforms of products, services, entertainment and acts. The one I want to call out is a big idea that brings to life the purpose of the brand which is to improve “baby’s happy, healthy development.”

How many of you have children? Well, you know that after a night of uninterrupted sleep, babies wake up happier the next day, they eat better, play better and develop better. That led to the idea “a better tomorrow starts with a night of Golden Sleep.”

This idea started in China, spread to Vietnam, onto Egypt and is now going global in its forth consecutive year. This is not an execution that is a creative flash in the pan. It is a big idea that’s been developing for four years. And it’s getting bigger and better because it stays fresh. Take a look at how it’s brought to life in the commercial that is running now in Russia.

Pampers is truly a purpose-inspired brand, and big ideas like “Golden Sleep” have helped the brand add more than $1 billion in sales during the past two years.

Purpose can inspire new sources of creative ideas for brands through entertainment. P&G has believed in the power of entertainment as a platform to touch lives since the 1930’s with radio show sponsorships that evolved into TV soap operas.

Now more than ever, we believe entertainment can make life better because moms tell us they want more shows they can watch with their families. In fact, a proprietary industry study shows that when our ads run in a more “family friendly” show, attribute ratings and intent to purchase increase by as much as 30% versus other shows.

As the video just showed, P&G produced and sponsored The People’s Choice Awards hosted by CoverGirl Queen Latifan and featuring starts from the music, film and TV industries. It’s the only program awarding all entertainment genres and the only show where the people choose winners through an online voting system. Sponsoring the program gave us a lot of freedom for creative ideas. P&G ran bands ads, but we also created a dozen brand integrations including this one for PUR and P&G’s Children’s Safe Drinking Water which was introduced by Queen Latifah.

Eleven million people tuned in for The People’s Choice Awards and it was the number one show of the night. Sixty million people participated in voting, and P&G brands won over families and won market share.

In April, P&G partnered with Walmart to present “Family Movie night.” I’ll admit, when we announced this venture, a few detractors said, “Parents aren’t watching TV with their children anymore…this is going to be a tough sell for them.” Well, despite that skepticism P&G produced “Secrets of the Mountain” for NBC and set out to start a movement to get families to tune in and “bring back family movie night.” We did that through a broad outreach program that involved our employees, their families and more than 100 family affinity groups.

During the film we tried a new creative idea with a co-created “mini-series” dramatizing family moments brought to you by Walmart and P&G brands. We beat expectations with 7.5 million viewers, the number one show for the night, and a 10 percent lift in the business and hundreds of letters from parents thanking us for bringing back family movie night. Stay tuned for our next films in July and September. This is a purpose-inspired movement to bring families together that is opening up new avenues for creative ideas to touch consumers.

Purpose can inspire brand building even at the corporate level where the company becomes a brand and creates an emotional connection with the people it serves.

In February, P&G sponsored Team USA at the Winter Olympic Games in Vancouver. We started with a traditional approach where 18 different brands sponsored athletes to support brand specific programs. But that just didn’t feel like it was enough. We challenged ourselves to come up with an idea that unites the purpose of P&G, with the purpose of the Olympics.

At first glance, it wasn’t obvious what P&G and 18 different brands had in common with the Olympic movement until we realized that every Olympic athlete has a mom who has supported them and sacrificed for them throughout their lives. P&G appreciates moms for all they do to support children every day. From this insight, we created an idea to express our gratitude to moms everywhere through our P&G “Proud Sponsor of Moms” idea.

It led to acts of generosity. We discovered that many athletes’ moms couldn’t attend the Olympic Games because of financial hardships. So we provided a “thank you mom” gift to offset travel costs so every athlete’s mom could attend the Games to see their child compete. Our employees were so motivate by what we were doing, we then extended the “thank you mom” gift to the Paralympics which doesn’t get near the attention it deserves despite amazing people and athletes.

Creatively, the “Proud Sponsor of Moms” idea has opened new doors. The advertising we created expresses what P&G values, versus selling products. It’s the first time we advertised as P&G in the United States, and it gave consumers a view of what the people in P&G around the word care about. This gave us freedom to create in real-time.

During the final week of the Games, we called up our NBC partners and asked for some footage to produce this ad for Closing Ceremonies.

The results are beyond what we could have imagined.
During the Games, P&G favorability jumped 10 points, six billion impressions were delivered, and sales and market share grew ahead of projections. And we are still receiving letters from moms and their families thanking us for touching their lives. This is just the start. We’ve begun a purpose-inspired movement to thank moms everywhere in the word.

I trust these examples demonstrate a new way of thinking about how to build our brands based on serving consumers, inspired by a brand’s purpose.

So here’s what I’d like to see going forward:

Certainly for all of the great creatives that work on P&G brands but for all of you that work on other brands as well – I’d like each of you to be sure that you have a purpose defined for the brands you work on. Why does that brand uniquely exist to make life better?

I’d like you to use that purpose as the inspiration for big, brilliant creative ideas that bring the key platforms to life and get people to participate in movements in your brand's community.

Creative ideas that bring to life the products and services that improve people’s lives.

Creative ideas that bring people together through the power of entertainment.

And creative ideas that touch people’s hearts and make the word a better place through acts of kindness and generosity.

I believe we’re at an inflection point. If we come out of this recession and return to marketing, selling and campaigning, then we will only survive until the next economic downturn. But if we make the shift to serving, touching and moving people inspired by brand purpose, I believe we will thrive and open up new sources of creativity for our brands.

A year from now, I will be back to Cannes and I’m looking forward to showing you even more examples of big, brilliant, creative ideas that serve people with brands inspired by purpose.

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