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Buice Public Relations

Campaign Proposal

Proctor & Gamble- Tide Pods


15 E. Grand Ave.

St. Louis, Missouri


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Table of Contents

Agency Details ................................................................................................ 2

Executive Summary ........................................................................................ 3

Situation Analysis ........................................................................................ 4-8

Target Media Distribution Channels .......................................................... 9-11

Campaign Objectives ............................................................................... 11-14

Digital PR ...................................................................................................... 15

Audience Analysis ................................................................................... 15-16

Campaign Budget ..................................................................................... 17-19

Campaign Calendar .................................................................................. 20-21

Evaluation ..................................................................................................... 21

Campaign Summary ...................................................................................... 22

Publicity Tactics ............................................................................................ 23

Addendum/Press Kit ................................................................................ 24-68


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Agency Details

Buice Public Relations began in 2010 in St. Louis Missouri with a small group of five

public relations specialists. We now employ over 200 individuals in three different cities across

the United States, including Atlanta, Georgia; New York, New York; and our origin city, St.

Louis, Missouri. All our offices are in downtown areas where employees can stay in touch with

the “outside world.” Regularly scheduled outings and events gives our employees a constant

understanding of consumer markets and trends nationwide. In addition, our employees regularly

attend trade shows and conferences to stay on top of new industry developments to better serve

our clients in a rapidly changing world

As the company, and internet, rapidly developed, Buice Public Relations became a

forerunner in the world of social media. We have managed product launches such as the 2016

Pampers Preemie Swaddles. With this product we produced a video titled: Touch of Love. To

date, this emotionally charged video has seen 4.5 million views on YouTube and had made

waves in parent groups across the country. This video, in addition to several follow up videos,

resulted in a product sales increase of 10.6%. In 2017 we completed a product launch with

Downy to debut their “Unstoppables” line. This campaign included videos and shorts of popular

TV show characters, namely Titus from “Unbreakable Kimmy Schmidt” who appealed to the

millennial audience. Overall, our firm has quickly set ourselves apart as a leader in the public

relations world.


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Executive Summary

The ultimate goal of this campaign is to “turn the tide” of the damage caused by the

recent Tide Pod Challenge. Procter & Gamble has over 180 years under their belt. It has become

a part of many households across the world through their wide variety of consumer-oriented

products. The Tide Pod challenge brought negative publicity to the company. Company stocks

have decreased as fears of laundry detergent poisonings increased. However, this does not spell

the end of this brand. In fact, this is an opportunity for Procter & Gamble to appeal to their

customers and reassure consumers of the safety of their product.

Mothers ages 35-45 and 25-34 are the primary household purchasing power. Promoting

the safety of Tide Pods and their benefits will help reassure this audience that this product is safe

for the entire family. Overall, this campaign will achieve the objectives of enhancing the public

option of Tide Pods, increase sales of Tide Pods, increase the amount of positive social media

coverage about Tide Pods, and convince consumers that Tide Pods are worth the extra cost.

This campaign will utilize several media strategies. Digital media will play a large part

several tactics being delivered via online streaming sources such as Spotify and Hulu. These

services allow the campaign to target specific audiences without having to guess what shows or

music our target audiences are consuming. Instead, the campaign will only pay to show content

to the consumers it is aimed towards. This campaign will also use social media content to combat

the presence of the Tide Pod Challenge. Additionally, advertisements on mobile apps will be

used, again targeting the audiences the content is geared towards. Both of these strategies will

bring Tide Pods into the everyday life of consumers. This will create a familiarity with the

product and decrease public fear of it.

Overall, the campaign will cost $2,397,000.00 and run from May until September with

evaluations in October. The campaign will also include an event that will run across the United

States and feature a popular football player. Evaluations will gauge how well each campaign

objective was met. This will be done through a combination of surveys and focus groups.

With the Tide Pod Challenge taking the world by storm, it is imperative Procter &

Gamble repair their public image. This campaign will reassure the public that Tide Pods are a

safe and reliable family option. Additionally, it will increase company profits. The digital nature

of the Tide Pod Challenge requires that this campaign use modern technology to reach

consumers in new and innovative ways. By engaging with this campaign, Procter & Gamble can

freshen up the laundry industry, just as they have been the past 180 years.


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Situation Analysis

In January of 2018 a viral internet trend took the world by storm. The viral meme of

eating laundry pods began when Tide Pods were released in 2012. However, it came to

prominence with the release of a March 2017 CollegeHumor video joking about how Tide Pods

seemed appealing to eat. Following this video, several other internet memes further escalated the

joke of eating Tide Pods, even going so far as to call them a "forbidden fruit." Finally, in January

2018, the “Tide Pod challenge” appeared. Teenagers and young adults began a challenge where

individuals dissolved a pod in their mouth. Since then, the United States has seen a dramatic

upswing in teenage pod poisonings, with poison control centers seeing 39 teenage cases in

January of 2018. For reference, there were a total of 53 cases in 2017.


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This social media challenge has brought a modern problem to Procter & Gamble. Surveys

have shown that Tide Pods are being discussed more often, but primarily in a negative light.

Even in cases where other brands of pre-dispensed laundry detergent were at fault, Tide Pods are

typically named as the culprit due to their presence as a household name. This has resulted in a

5.7% decrease in the sales of Tide Pods. This is detrimental in a brand that is estimated to have

brought in over 1.5 billion dollars in sales last year. Currently, company stocks are down .66%

and have been falling for most of 2018. With this trend only gaining more traction, it is likely

that Procter & Gamble will fall far short of the expected $500 million dollars in sales revenue.

Strengths

• Leader in Market: 73% market share in the 309 million dollar pre-dispensed laundry detergent market.

• Household name: Most individuals refer to all detergent pacs as Tide Pods, even when using a different brand.

• Global Market: All geographic regions have contributed to overall net sales by Procter & Gamble

• Convenient and easy: Tide Pods only require users to toss one into their laundry and let the water do the rest.

Weaknesses

• Name is used, even in cases where other brands of pre-dispensed laundry detergents are involved.

• Safety concerns of the pods: There are existing concerns about children mistaking the pods for candy and a new trend where older children purposely eat Tide Pods.

• Expensive: Tide Pods are more expensive than other detergent types, such as liquid.

Opportunities

• Promote convenience of product: Appeal to busy, on-the-go families.

• Increase product safety measures: Come out with new safety features to prevent the eating of pods both accidentally and purposefully.

• Emphasize the reliability of Tide Pods: Tide Pods have proven over and over that they work, making them the reliable option for families who want to buy something that works.

Threats

• Tide Pod Challenge: Has brought negative publicity to the product and has decreased sales.

• Parents concerned about safety: Parents are worried about the safety of their children eating the pods accidentally or as part of a social media trend.

• Competitor Prices: Competitors have priced their detergent packs lower than Tide Pods. This is especially true for generic “off-brands.”


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In addition to the safety concerns, consumers also dislike the price of Tide Pods. A

Walmart.com search shows a significant difference between the price of Tide Pods and similar

products. Tide Pods cost anywhere from 33-44 cents per pod, depending on how many pods

were sold together. In comparison, the competitor’s product costs between 22-26 cents per pod.

Pods are even more expensive when compared to liquid and powder laundry detergents. Pods are

more than 50% more expensive per load than these more traditional products. In an age of

bargain shopping, more expensive products are often overlooked in favor of similar and cheaper

alternatives.

Despite these challenges, there is opportunity for growth. Tide does have significant

strengths that can help the company overcome the previously mentioned obstacles. Tide is the

leader in the pre-dispensed laundry detergent market with a 73% market share. In addition, the

majority of individuals refer to all pre-dispensed laundry detergent packs as “Tide Pods,” even

when referring to a brand other than Tide. While this status as a household name has harmed the

company by placing the blame of pre-dispensed laundry detergent poisonings upon them, it also

brought further awareness to the name “Tide Pod” and will be useful when marketing against the

“Tide Pod challenge.” The more familiar the name, the more often consumers will purchase it,

soon turning to the product as a household staple. Similar to how Clorox, Kleenex, Velcro, etc.

are all the household names for their respective products, even when individuals are referring to

a generic brand. By utilizing the common name of Tide Pods, the company can make the product

seem like a household staple once again.


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The presence of Procter & Gamble in a global market is also an asset to Tide. All

geographic regions in the world have contributed to the net sales by Procter and Gamble. By

having a solid, global base, Tide can better branch out in efforts to enhance their public opinion.

Additionally, Procter & Gamble are well known globally for their innovative products. This

provides an added reassurance to consumers that Tide Pods are produced by a company that is

reliable and experience. This base can also provide financial support in terms of product

marketing and promotion. With a nationwide scandal spreading more every day, it will take a

significant amount of funds to improve the image of Tide Pods nationwide.

Finally, one of the most marketable strengths of Tide Pods is the convenience and ease of

the product. Tide Pods only require users to toss a pod into the wash, with no measuring,

pouring, or other bothersome laundry hassles. This is by far one of the most marketable aspects

of Tide Pods. In fact, Tide has had several successful campaigns in the past that have highlighted

the convenience of Tide Pods. This status as the convenient option will be one of the biggest

factors in enhancing the public's opinion of Tide Pods.

Since one of the main concerns for consumers is cost, it is necessary to find ways to

justify the higher price of the product. Tide Pods are one of the most expensive laundry detergent

options on the market. However, while they are the most expensive option, they are also one of

the most convenient options. The convenience and ease factor is one of the main selling points

for Tide Pods. This eliminates the tedious need to measure out laundry detergent and clean up

any spills. Tide Pods are considered fool-proof and easy for everyone from the busy mother who

tries to throw a load into the wash before taking her kids off to school to the college student

attempting laundry for the first time in their dorm. The majority of families describe themselves

as “on the go,” indicating that convenience is a primary factor in product choice. In addition to

the convenience, Tide Pods are also well known for their ease of use. Individuals only have to

open the package and toss a pod into their washer with their clothes. By showing families that

the convenience and ease of Tide Pods make up for their price, consumers would have a new

interest in the product.


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In addition to the convenience of the product, another opportunity would be to emphasize

the reliability of the product. Again, most families of the 21st century are “on the go.” These

families have no time for faulty products, or items that take a lot of effort to figure out.

Therefore, Tide Pods are the ideal solution. The biggest complaint with pre-dispensed laundry

detergent is that occasionally, pods do not fully dissolve in the wash. Consumers hate opening

their washing machine after a full cycle only to find gooey sticky pieces of undissolved pods all

over their clothes instead. With Tide having almost 70 years of experience in the fabric care

industry, the company has a lot of experience. In addition, Tide Pods were the very first pre-

dispensed laundry detergent pods on the market. Promoting this experience will help assure

consumers that Tide Pods are the most reliable product on the market. A busy family does not

have time to run loads of laundry twice. Instead, they need a product that will clean well without

residue. Tide Pods have become a household name for their reliability and innovation.

Reminding consumers of these traits will give the product a huge boost in the eye of the public.

With the Tide Pod challenge taking the world by storm, an opportunity has arisen to

emphasize the safety of Tide Pods. The hot topic surrounding Tide Pods at the moment is if they

are safe to have around kids, and even teenagers. Procter & Gamble can utilize this opportunity

and develop ways to make Tide Pods safer. By taking the initiative to respond to parent concerns

and investing in more safety features, Procter & Gamble will reassure consumers that safety is a

priority for their company. While these developments are in the works, efforts should be made to

emphasize the safety features already in place. This will reassure parents that safeguards are

already there to protect their loved ones. Additionally, creating campaigns about how to safely

use Tide Pods will shift the public conversation to a more positive light. Mothers will feel much

more confident in buying Tide Pods if they know that both they and their children know how to

safely handle the product. This will especially reassure the parents of older children, who might

participate in the Tide Pod challenge without knowing all of the associated risks.

The situation regarding Tide Pods is a serious one. However, it is not a lost cause. Now

that we are fully aware of what Tide is up against, we can target the appropriate audience to "turn

the tide."


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Target Media Distribution Channels

Now that we know who this campaign is targeting, it is time to discuss how the campaign

will reach them. Research conducted by the Edison group found that mothers have a significant

amount of internet usage. The average mother spends two hours and fifty-eight minutes online

every day. It was also found that 81% of mothers had internet access in their homes.

Additionally, it was found that 51% of mothers surf the web using their mobile devices, making

cell phones the most common way to access the internet. With the internet and cell phones

becoming a bigger part of everyday life, it makes sense to reach audiences through these

methods.

The first media distribution channel would be through mobile apps. The Edison group

found that 91% of mothers own a cell phone. In addition, 64% of mothers own a tablet. This

boom in tech devices opens a door to reach consumers. Research shows that the average

consumer uses ten apps a day. By tapping into this territory, Proctor & Gamble can reach the

target audience in a new, and innovative way.

Smartphone and tablet apps provide companies the opportunity to market to their

consumers. Users will typically utilize the “free” version of an app, which comes with pop-up

ads or ads that consistently take up part of the screen. This campaign will create innovative ads

that will draw the consumer’s attention from the game, without annoying them with a boring

commercial. This will require interactive and humorous ads that are out-of-the-box. Otherwise,

consumers will simply ignore the ads in favor of their game.

One of the most popular app categories is games. Most app commercials during this

campaign will be distributed through popular app games. For example, Candy Crush is widely

known as the most popular game among women. It is estimated that over 93 million people

played Candy Crush over a three-month period, resulting in earnings of $493 million. Some of

the other most popular apps include: Fruit Ninja, Angry Birds, Subway Surfer, and Words with

Friends.

In addition to game apps, Proctor & Gamble can also promote advertisements on social

media apps. Research shows that 79% of mothers use Facebook, 31% use Pinterest, and 19% use

Instagram. Most mother's access these social media apps via smartphone, creating an opportunity

to market Tide Pods. By tapping into consumer’s mobile devices in a fun and engaging way,

Proctor & Gamble can reach their target audiences. This would also bring Tide Pods into the

consumer’s everyday life, making them seem more familiar and less dangerous due to having

advertisements around in consumer’s everyday browsing habits.

Another media distribution channel of this campaign will be online radio stations.

Mothers are transitioning from their traditional morning commute radio shows. The Edison

Group’s research shows that mothers spend an average of 12 hours and 19 minutes listening to

online radio every week. The same study found that most mothers are not listening to the

traditional AM/FM radio channels as often. Therefore, it is time for Proctor & Gamble to break

into online radio with their consumers.


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Of mothers that listen to online radio, 51% listens to Pandora Radio. The next popular

option is I Heart Radio, with 21% of mothers listening. Both services would be viable options for

radio advertisements due to their popularity with the target audiences. This will help broadcast

the campaign’s key messages to mothers throughout their days. From listening to online radio

while taking the kids to school, to singing along at the office, to even jamming out while cooking

dinner, distributing news along this channel will help the campaign reach the target audiences.

The final media distribution channel is online video streaming services. For years,

internet streaming services have been expanding into the lives of consumers. Currently 67% of

Americans use an internet video streaming service. In 2017 it was found that consumers ages 35-

49 spend an average of 187 minutes a week watching online video streaming, while consumers

ages 25-34 spend an average of 197 minutes a week watching online video streaming. In 2017,

58% of consumers had a subscription to an online streaming service, with 51% of consumers

having a subscription to Netflix, 29% with a subscription to Amazon Prime, and 14% with a

Hulu subscription.

Many of these services provide demographic based marketing, where companies can

choose to market to a specific demographic instead of a specific show. This would-be idea for

reaching the target audience of this campaign. In addition, the cost per CPM on Hulu is about

$25, while many major broadcast networks cost upwards of $45 for the same CPM. Amazon

calculates the cost of advertising based off the number of clicks on the marketer’s product.

Amazon lets companies set their own budget for advertising, but suggests budgeting $.05 per

click.

0%

10%

20%

30%

40%

50%

60%

70%

Netflix Amazon Prime Hulu Subscription to Any

Share of Consumers with Online Streaming Service Subscriptions

2016 2017


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Netflix does not show commercials with any of their shows. However, Netflix is breaking

into the filmmaking business and strategic product placement is available. Investing in product

placement with shows that are popular with mothers in the target audience would be worthwhile

and help promote Tide Pods as an everyday item. Some viable options might be Gilmore Girls

and Unbreakable Kimmy Schmidt, both of which are popular with mothers and produced by

Netflix.

Objectives/Strategies

Proctor & Gamble has a PR crisis on their hands. The original safety concern for Tide

Pods revolved around younger children and their tendency to mistake Tide Pods for candy. Now,

there’s a new threat. Teenagers and young adults are ingesting Tide Pods as part of a viral

internet “Tide Pod Challenge.” As a result, Tide Pod sales are already down 5.7% in 2018. The

public now considers Tide Pods to be a danger to all children, not just the younger ones. This

section will cover the specific objectives of this campaign. These objectives were developed by

analyzing Proctor & Gamble’s situation and which audiences this campaign will target. With

image management a primary focus of this campaign, it comes up in several objectives and their

corresponding strategies. The primary audience of mothers ages 35-44 and secondary audiences

of mothers ages 25-35 are also reflected in these objectives and strategies through the way this

campaign will be delivered to consumers.

Objectives

Objective #1: To enhance the public opinion of Tide Pods.

The rise of the Tide Pod Challenge brought with it negative publicity for Tide. Parents

who previously thought their children were safe once they reached their teenage years now find

that Tide Pods are still a threat. With most of Tide Pod consumers being mothers ages 25-35, it is

imperative that Proctor & Gamble reassure this demographic that their product is safe. In

addition, Tide Pods are currently a hot topic to talk about. Even those without children are

discussing the safety of Tide Pods and whether something should be done. This has also

contributed to the decline in sales. By enhancing the public opinion of Tide Pods, this campaign

will boost Tide Pods back into a positive light and bring the product back from decline.

Strategy #1: Educate the public about Tide Pods.

Strategy #2: Utilize social media to engage with the public.

To achieve this objective, Proctor & Gamble must address the public’s concerns on a

personal level. The biggest issue facing Tide Pods is fear. One of the best ways to counter fear is

through knowledge. One of the strategies will be to educate the public about Tide Pods and how

to use them safely. Another strategy will focus on bringing Tide to the people. Social media is a

huge part of the modern world, and is used by 79% of our target audience. By using social media

on this campaign, we can reach consumers in a familiar and engaging way.


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Objective #2: To increase sales of Tide Pods by 7% by October 2018.

The main goal of most for-profit businesses is to make money. Proctor & Gamble fits

into this category as an international company that brought in 1.5 billion dollars in sales last year.

However, the negative publicity of 2018 has already impacted the company’s earnings. Tide Pod

sales are down 5.7% in 2018, and overall stock prices are already down .66%. Both indicate that

if things continue as they are, Proctor & Gamble will fall short of their estimated $500 million in

sales this year. To prevent this from happening, one of the campaign objectives is to increase

sales of Tide Pods by 7% by October. This goal would bring Tide Pods back from their 5.7%

decrease in sales, and even leave the product doing better than before. This in turn, will increase

the stock prices of Proctor & Gamble and put the company back on track for their $500 million

goal.

Strategy #1: Advertise Tide Pods on popular apps.

Strategy #2: Run radio ads on online radio stations.

Strategy #3: Advertise on online streaming services such as Hulu and YouTube.

The main goal of a for-profit company is to make money. To boost Tide Pod sales, it is

necessary to utilize media consumed by the target audiences. Placing ads on popular apps will

remind consumers of Tide Pods every time they open Candy Crush for a quick game.

Additionally, advertisements will be run on online radio and online streaming services since

research shows that these services are utilized by most of our target audience.

Objective #3: To increase the amount of positive social media coverage about Tide Pods.

The Tide Pod Challenge resulted in widespread social media chatter. It all began with a

2017 CollegeHumor video that joked about the desire to eat Tide Pods. Then, the social media

posts took a turn. Teenagers and young adults would post videos of themselves eating Tide Pods

on Facebook, YouTube, Instagram, and other social media websites. See below for a picture of

popular YouTuber GloZelle Green’s video.


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These videos resulted in traditional media coverage as well as public discussion on social media

about these “challenges.” From here, social media began “memeing” the Tide Pod Challenge, or

making it into a joke with various pictures and gifs. See below for examples.

From the initial videos of the Tide Pod Challenge to the resulting memes, the social

media presence of Tide Pods has not been positive. Research from the Edison Group shows that

79% of mothers use Facebook, one of the hotspots for Tide Pod coverage. Married women make

up 70% of the buying power in the United States, making their perception of Tide Pods

especially important. To improve the public’s perception of Tide Pods, it is imperative to

increase the amount of positive social media coverage of Tide Pods.


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Strategy #1: Utilize social media to engage with the public.

Strategy #2: Pay for advertisements on Facebook to reach target audiences.

Social media has quickly become the go-to source of information for most consumers.

Therefore, it is imperative that Tide Pods recover from this rash of bad publicity on social media.

This campaign will create and distribute engaging social media posts that will change the

public’s perception of Tide Pods. Additionally, paying for advertisements on Facebook will

allow us to reach our target audience of mothers, 79% of whom use Facebook daily.

Objective #4: To convince consumers that Tide Pods are worth the extra cost in comparison to

other brands or detergent types.

In addition to the Tide Pod challenge, one of the biggest issues consumers have with Tide

Pods is the price. An internet search shows that Tide Pods are around ten cents more expensive

per pod in comparison to their competitors. Not only are Tide Pods the most expensive among

pre-dispensed detergent pods, they are also the most expensive option for all laundry detergents.

Traditional products like liquid and powder are 50% cheaper than Tide Pods. To counter these

concerns, Tide must convince consumers that Tide Pods’ quality and convenience justifies the

extra cost.

Strategy #1: Run video advertisements on Hulu and YouTube highlighting the

convenience and effectiveness of Tide Pods.

Strategy #2: Conduct and publish research on customer satisfaction to convince

consumers that Tide Pods are worth the cost.

Strategy #3: Invest in product placement in shows that are popular with the target

audience.

With dozens of cheaper alternatives on the market, Proctor & Gamble must prove that

their product is worth the price. Placing video advertisements on Hulu and YouTube about the

convenience and effectiveness of Tide Pods will reach our audience better than the typical prime

time commercials would. These options allow us to specifically target our audiences without the

guesswork involved in airing commercials during TV shows. Additionally, using product

placement in popular shows such as Unbreakable Kimmy Schmitt would show consumers the

convenience and effectiveness of Tide Pods in an everyday setting. It would also help consumers

associate Tide Pods as an everyday household item.


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Digital PR

With the rise of the Tide Pod Challenge on social media, it is important that Proctor &

Gamble combat this trend by utilizing digital media. Buice Public Relations will fully utilize our

digital media skills to accomplish the objectives of this campaign. Social media will be a driving

force. By creating viral and engaging posts on social media, this campaign will change the public

opinion of Tide Pods. Changing the image that Tide Pods are unsafe will change the public

opinion on the product and Proctor & Gamble.

This campaign will also utilize digital media through online streaming services. The radio

news releases and video news releases will be distributed through channels that are used by the

target audiences. Pandora, Netflix, and Hulu are all high traffic services for the campaign

audience. Additionally, these services allow advertisers to specify who receives the advisement,

meaning we will only be charged for reaching our target audience.

Using digital media will highlight the strengths of Tide Pods, and will associate them

with everyday households. Digital media is everywhere, and has become a significant part of

everyday life. Using digital media in this campaign will make Tide Pods seem familiar and

convenient, not dangerous. This familiarity will decrease any concerns of worried mothers who

have concerns about the safety of the pods near their loved ones.

Audience Analysis

With the Tide Pod Challenge taking over the media, Tide is losing customers. A strategic

communication plan is necessary to draw valued consumers back. Consumers are fearful of the

dangers Tide Pods hold for their loved ones. This fear has driven consumers away in droves,

especially mothers, the primary household purchasing power.

Mothers are the ones most impacted by the Tide Pod Challenge. While children and

young adults are the ones suffering poisonings, Mothers are the ones emotionally impacted

enough to change their purchasing habits.

Research shows that Tide Pods are primarily purchased by women ages 25-35 and 55-64.

This research also indicates people in the age range 35-44 are buying less Tide Pods. Therefore,

the primary audience for this campaign is mothers ages 35-44.

Mothers ages 35-45 are more likely to have children in the teenaged-young adult range.

These mothers are purchasing less Tide Pods to decrease the chances of their “little angels”

taking part in the Tide Pod challenge. Their logic is, if they do not purchase the pods and have

them in the house, their children won’t have easy access to participate in the Tide Pod Challenge.

By targeting this demographic, Proctor & Gamble can reassure a fleeing demographic that their

product is a safe option for their families.


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The secondary audience for this campaign is mothers ages 25-35. Mothers in this age

range are more likely to have younger children who would mistake Tide Pods for candy or toys.

In fact, the original concern about Tide Pods was that the bright colors of the pods entice

younger children to eat the pods without knowing that they are poisonous. The recent publicity

from the “Tide Pod Challenge” has brought a renewed fear to this demographic that their

children will be poisoned, even if accidentally. Even though the poisoning concerns of mothers

ages 25-35 are slightly different than that of the primary audience, their core issue is the same.

Therefore, by targeting the safety concerns of mothers ages 35-44, the campaign will also

address the concerns of mothers ages 25-35.

Targeting mothers is the best course of action for several reasons. Married women

account for 70% of the grocery shoppers in the United States. By targeting mothers ages 35-44

and 25-35, the campaign would reach the individuals who make most of the purchasing decisions

for a household. Currently, 79% of mothers in the United States have two or more children. The

US Department of Labor estimates that there are 25.1 million women in the workforce with

children under the age of 18. It is also estimated that one in four families are single-mother

households.

The US Department of Labor also estimates that mothers in the workforce spend about

7.8 hours per working day working from the office. It is also estimated that working mothers

spend about 2.6 hours of a working day performing household activities.

The Pew Research Center found several differences between how stay-at-home and

working mothers spend their time. Stay-at-home mothers spend more time on housework,

childcare, leisure, and sleep. However, both spend a significant amount of time ensuring their

households are in order. Both categories of these women are on the go and need quick, cheap,

and convenient options. Portraying Tide Pods as the fast and affordable product on the grocery

store shelf is the best way to appeal to the largest household buying power.

With married women making up over 70% of the grocery shoppers in the United States,

it’s important to know how they buy. Research shows that Tide Pods are most often bought at

drug stores or grocery stores on Sundays. The most common time of day for Tide Pods to be

bought is in the afternoon or evening. Typically, Tide Pods are bought in “pantry stocking”

sessions, which are categorized as purchases of 21 or more items, or in “fill-up” sessions of 11-

20 items. This shows that Tide Pods are considered a household staple that are on hand in

consumer's homes. Additionally, since consumers are purchasing Tide Pods when they are

buying multiple items, they must make decisions quickly to prevent a time-consuming shopping

trip. This indicates that consumer familiarity with the product is an important factor.


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Campaign Budget

Coupon Releases

These releases will be published in national magazines. These will be distributed at the

beginning of summer and when schools go back into session in August. While the setup cost is

large, it will only have to be paid once to run two ads. These ads will be placed in Parents

magazine, which as of 2016 had over 2,200,000 subscribers. These coupons will entice our

audiences to try out Tide Pods. Procter & Gamble should expect to see an increase in sales

through the coupon releases.

Mobile App Ads

The majority of our primary and secondary audiences utilize mobile apps on a daily

basis. The campaign would only be charged the setup cost and for every qualified click. This

method ensures we will be charged only for consumers that click on our ad and fall within our

target audience. This increases the chance that those who see our product ad will later buy the

product. This budget accounts for the $5,000 startup costs as well as the $500 per month paid to

Mobile App Ads22%

Coupon Releases27%

YouTube Ads26%

Event9%

News Releases0%

Video Streaming Advertisements

3%

Online Radio Commercials

3%

Social Media Content0% Evaluation

10% Campaign Budget

Mobile App Ads

Coupon Releases

YouTube Ads

Event

News Releases

Video Streaming Advertisements

Online Radio Commercials

Social Media Content

Evaluation


18

the marketer. The remaining budget will go towards 1,000,000 qualified clicks over a four month

period.

News Releases

The only costs to send out the news releases is the distribution charges from the wire

services. This budget factors in two news releases distributed through leading wire services. By

using popular wire services, we can increase the likelihood of journalists picking up the story.

Social Media Content

This section refers to social media presence throughout the campaign. Social media posts

can range from event publicity to posts of the YouTube ads. The content will be created in-

house, reducing design costs. The majority of these posts will be out-of-the-box and humorous.

This will help spark conversation about Tide Pods and increase the effectiveness of social media.

The majority of the budget will be spent on boosting ads on social media platforms, and

sponsoring posts from social media influencers. This will increase the public’s awareness of the

posts and product.

Online Streaming Services

Instead of advertising on traditional television and radio, this campaign will utilize online

streaming services. For all of these services, we can specify the demographics that see our ads.

Therefore, we can effectively target those in our target audiences without paying for uninterested

viewers to see our ads.

For advertising on Hulu, it will cost $4,000 to create two ads. Hulu also charges $35 per

1,000 views. Pandora has a similar policy, charging $8 per view. Both of these services have

been priced at 5,000,000 views over the course of the campaign.

YouTube is the most expensive of the advertisements. At $.30 per view, YouTube costs

about $300 per 1,000 views. The videos produced for the YouTube ads can also be used for

Hulu, and vice versa. YouTube ads are budgeted as $300,000 for 1,000,000 views over three

months.


19

Setup Cost Cost of Media Continuing Costs Total Estimated

Cost

Mobile App Ads $5,000 $0.50 per

qualified click

$0.50 per click

$500 month-

Internet marketer

$507,000.00

YouTube Ads $4,000 $0.30 per

view

Free $604,000.00

Event Plan 100,000- Travel,

Supplies, Etc.

None $10,000 per

appearance

$233,000.00

News Releases Free Free $2,500-

Distribution

$3,000.00

Video Streaming $4,000 $35 per 1,000

views

Cost of Media $179,000.00

Radio

Commercials

$1,000 $8 per 1,000

views

Cost of Media $8,000.00

Social Media

Content

$10,000 Free Free $10,000.00

Coupon Releases $500,000 $113,000 per

ad

Cost of media $613,000.00

Evaluation $6,000 per focus

group

$10,000 per

phone survey

None None $240,000.00

Total Cost $2,397,000.00


20

Campaign Calendar

MAY 2018

JUNE 2018

June 18 News Release

Ongoing Mobile App Ads

Ongoing Social Media

Ongoing YouTube Ads

Ongoing TV Commercials

Ongoing Radio Commercials

June 1-June 13 Event

June 1 Coupon Release

JULY 2018



Ongoing YouTube Ads



July 9-13 Evaluation

May 22 Media Advisory

Ongoing from May 15 Social Media

Ongoing from May 15 TV Commercials

Ongoing from May 15 Radio Commercials

May 25-June 13 Event

May 3-10 Evaluation


21

AUGUST 2018

August 5, 2018 News Release



Ongoing YouTube Ads



SEPTEMBER 2018

Ongoing- Ends Sept. 30 Mobile App Ads

Ongoing- Ends Sept. 30 Social Media

Ongoing- Ends Sept. 30 TV Commercials

Ongoing- Ends Sept. 30 Radio Commercials

September 3 Coupon Release

OCTOBER 2018

October 5-9 Evaluation


22

Evaluation

1. Objective #1: To enhance the public opinion of Tide Pods as measured in surveys and

focus groups.

a. Surveys distributed before, during, and after the campaign will measure the broad

public opinion of Tide Pods. Focus groups conducted along a similar timeline will

provide more detailed insights into the sway of public opinion.

2. Objective #2: To increase sales of Tide Pods by 7% by October 2018.

a. Financial information will be evaluated before, during, and after the campaign to

ensure accurate projections and campaign impact. Existing seasonal trends will

not be factored into the campaign evaluation.

3. Objective #3: To increase the amount of positive social media coverage about Tide Pods.

a. Social media “sweeps” before, during, and after the campaign will measure the

type and frequency of social media coverage regarding Tide Pods.

b. Surveys will also be distributed before, during, and after the campaign to gauge

how much and what type of social media coverage reaches the public.

4. Objective #4: To convince consumers that Tide Pods are worth the extra cost in

comparison to other brands or detergent types.

a. Financial records will be consulted before, during, and after the campaign to see if

more people are buying Tide Pods. Seasonal trends will not be factored into the

campaign evaluation.

b. Surveys distributed before, during, and after the campaign will measure how the

public views the effectiveness of Tide Pods. Focus groups conducted along a

similar timeline will provide more detailed insights into the public’s perception of

the value of Tide Pods in comparison to other detergent types.

Campaign Summary

With Tide Pods in the middle of a public relations crisis, it’s clear something needs to be

done. The public opinion of Tide Pods is steadily dropping, and immediate action must be taken

to reverse this trend. Consumers are afraid of Tide Pods and the risks pre-packaged laundry

detergent holds for children and young adults. Buice Public Relations Consultations has crafted a

strategic campaign to counter these concerns. By targeting mothers ages 35-45 and 25-35, this

campaign will reassure the primary purchasers of Tide Pods that this product is safe, and

convenient for their families. Emphasizing the safety of the product will calm the public’s fears

of detergent poisoning. Combining this message with the promotion of Tide Pods as the

convenient option for a busy family will help boost sales and public opinion to pre- “Tide Pod

Challenge” levels.


23

With the dramatic decrease in stock prices in the past month, it’s time for action. Buice

Public Relations Consultations is the leader in public image management. With multi-million-

dollar clients, we are comfortable with a fast paced and high stakes campaign. Our size and

spread across the United States gives us the advantage of being in-tune with the public in a

national market. In the case of Tide Pods, these can be make-or-break factors. Similar

companies have seen positive results with our services, and we are confident that Tide Pods will

be no different. It’s time to move forward together and fearlessly bring Tide Pods into

households everywhere.

Publicity Tactics/Press Kit

Move Up, Move Tide Event

Tide Pod Redesign Press Release

Tide Safety Campaign News Release

Company Profile

Product Specification

Move Up, Move Tide Media Advisory

Tide Pod Redesign Pitch

Backgrounders

Employee Profile

Video News Release

Radio News Release

Safer Tide, Safer You Facebook Page

Photo News Release

Publicity Photo

Bumper Sticker

Direct Mail Letter

Coupons

Newsletter

Brochure


24

Event Description

Procter and Gamble will present a series of educational workshops across the United States at

Boys and Girls Clubs. The series will take place in ten cities across the United States. The series

will begin with a kickoff event in Procter & Gamble’s hometown of Cincinnati. The Kickoff

event will start with the arrival of Gronkowski and related photo opportunities. This will be

followed by a press conference with Procter & Gamble executives and Boys and Girls Club

representatives. The inaugural workshops will take place immediately following. The workshops

will feature lessons on how to deal with common stains and laundry problems. The classes will

also cover how to safely use Tide Pods with teenagers that are not used to doing their own

laundry and will soon be moving out of their parent’s homes. After the workshops, there will be

family activities available for all participants. Participants will also have opportunities to take

pictures with Rob Gronkowski and participate in giveaways. Additionally, there will be food and

drinks available. After the kickoff event, the education series will begin its tour of the ten US

cities, including New York, Philadelphia, Chicago, Denver, Dallas, Houston, San Antonio,

Phoenix, San Diego, and Los Angeles.

Event Objectives

1. To enhance the public opinion of Tide and Tide Pods as measured in surveys and focus

groups of communities impacted by this event.

a. With the rise of the Tide Pod Challenge, Tide has gotten a bad rap. This event will

show consumers that Tide Pods are safe and that with proper usage, even teens and

young adults can use them. This will alleviate concerns mothers have regarding the

safety of the product.

2. To increase the amount of positive social media coverage about Tide Pods.

a. This event will provide opportunities for positive social media posts. This will

counteract the negative posts regarding the “Tide Pod Challenge.” In addition, these

workshops will make Tide Pods seem less exotic, which will decrease the jokes about

eating them.

3. To increase awareness of safe and effective Tide Pod usage as well as the safety measures

offered by Tide Pods.

a. The “Tide Pod Challenge” primarily impacts teens and young adults. By teaching this

age group how to use Tide Pods, there will be less incidents of inappropriate Tide Pod

usage. This in turn, will decrease the amount of negative publicity.


25

Target Audience

Event Participant Audience: The target audience for event participants will be teens and

young adults ages 16-19. These are ages that are all served by the Boys and Girls Club of

America. This is also an age group that has been impacted by the “Tide Pod Challenge.” The

challenge of eating a laundry detergent pod has raised several safety questions about said

products. By educating this age group about safe practices and procedures with Tide Pods,

Procter & Gamble can reduce the number of incidents that occur within this age group. This in

turn will lead to less safety concerns about teens with Tide Pods.

Media Audience: This event will target media outlets with a primary audience of mothers. This

will allow our event to reach our campaign audience of mothers ages 35-45. Mothers in this

age range are more likely to have teenage and young adult children and be more concerned about

the “Tide Pod Challenge.” Therefore, news that teens and young adults are being educated on

safe laundry pod would be best targeted towards these mothers. Research from the Pew Research

Center shows that mothers on social media respond best to good news. This event would fit into

the “good news” category and is likely to be spread through this audience. In addition,

reassurances of Tide Pod safety will result in increased sales since mothers are the primary

household purchasing power.

Evaluation Techniques

1. To enhance the public opinion of Tide and Tide Pods as measured in surveys and focus

groups of communities impacted by this event.

a. Surveys distributed to the local community before, and after the event will measure

the public opinion of Tide Pods. Focus groups conducted along a similar timeline will

provide more detailed insights into the sway of public opinion.

2. To increase the amount of positive social media coverage about Tide Pods.

a. Social media “sweeps” before and after the event will measure the type and frequency

of social media coverage regarding Tide Pods.

a. Surveys will also be distributed before and after the event to gauge how much and

what type of social media coverage reaches the public

3. To increase awareness of safe and effective Tide Pod usage as well as the safety measures

offered by Tide Pods.

a. Participants will be given a pre-and post-test to complete. These will be evaluated to

show what participants learned.

b. Families of participants will be surveyed before and after the event to gauge how the

event impacted the amount of knowledge families have about Tide Pods.


26

Promotional Plan

This event will be advertised in several ways. A media advisory will be sent out prior to

the event. In addition, the campaign event will be marketed through the other campaign

advertisements (ex. Pandora ads). Flyers will also be handed out at local schools and Boys and

Girls clubs, so communities are aware of the event. Afterwards, the photos taken at the event will

be used in the Tide Pod campaign to show how family friendly Tide Pods are and that with

proper precautions, they are safe for the whole family. This will be done through online ads as

well as social media content. The Tide social media handles will help promote the event as well

with updates on the event locations, activities offered, and testimonials of how much fun they

are.

Event Timeline Event Date-June 1, 2018

Due Date Activity

April 2 Book Rob Gronkowski

April 3 Send out RFP for catering/beverages

April 5 Schedule event with Boys and Girls Club

April 10 Select caterer/bartender

April 16 Reserve transportation for Grokowski

May 7 Order supplies for event

May 8 Apply for liquor and food licenses for vendors

May 21 Release Media Advisory

May 21 Inventory supplies for event

May 23 Follow up with media outlets for event coverage

Day of Timeline

Repeat for all events

Time Activity Detail

9:00 A.M. Arrive at Boys and Girls club and

clear spaces.

Clear workshop areas, press areas, activity

areas, etc.

9:30 A.M. Set up workshop areas

10:00 A.M. Set up photo op areas inside Ex. Stand-up boards, podium, rope barriers,

lighting, draping, etc.

10:30 A.M. Set up inside activity areas Ex. Face painting station, inflatables,

catering areas, etc.

12:30 P.M. Catering arrives and sets up


27

1:00 P.M. Set up outside media area Ex. Rope barriers, awnings (if needed),

lighting, etc.

2:00 P.M. Children arrive 15 area staged near inside for press

conference, the rest are in the workshop area

3:00 P.M. Gronkowski arrives Photo op as he arrives and enters.

3:15 P.M. Press conference

3:45 P.M. Workshops begin Activity areas open for families

5:00 P.M. Workshops end

5:15 P.M. Social hour begins

5:45 Giveaway hosted by Gronkowski Year of Tide Pods offered through a

drawing.

6:00 P.M. Gronkowski leaves Signals event winding down

6:30 P.M. Event ends Teardown begins

Event Budget

Item Cost Total

Gronkowski Appearance Fee $10,000 per event $100,000

Supplies (i.e. Tide Pods, face

paint, etc,)

$200 per event $2,000

Inflatable Rental $200 per event $2,000

Food and Drink $2,500 per event (125 attendees, $20

per attendee)

$25,000

Transportation $100,000

Misc. Entertainment (Face

painter, balloon artist,

photographer etc.)

$400 per event $4,000

Total $233,000


28

Promotional Material: Program


29

Promotional Material: Flyer


30

Contact:

Emily Buice

555-555-5555

[email protected]

TIDE RELEASES NEW POD DESIGN Tide Pods are now designed with a thicker coating and less enticing colors reduce

child poisonings.

CINCINNATI. (May 25, 2018) – Proctor & Gamble unveiled the new Tide Pod

design at a press conference Tuesday, promising a decrease in accidental

poisonings. Scientists claim the new design utilizes a new type of plastic that

makes pod coatings 50% thicker. In addition, the product's colors are now dull

and less appetizing for children. The new design is expected to hit store shelves

by June 2018.

Procter & Gamble CEO said of the design: "Our Company is dedicated to creating

products that are safe for the entire family. With this design launch, families can

be reassured that Tide is on their side."

Mother Susan Helpma also offered a comment on the product redesign: "With

five active kids, it can be hard to keep track of everyone. Tide Pods help me keep

up with a busy family, and the new design shows the company's commitment to

product safety."

The design comes after an increase in accidental poisonings in children from pre-

dispensed laundry detergents. Researchers claim the new product design will

reduce accidental poisonings by 75%. Early tests show that children have a harder

time popping the pods as well as less interest in the pods altogether. Production is

already in full swing, with all factories using the new design already. The new

design release is in addition to the

For more information, please contact Emily Buice at 555-555-5555

#

mailto:[email protected]


31

Subject line: Tide Fights Back Against the “Tide Pod Challenge”

TIDE RELEASES NEW POD SAFETY CAMPAIGN

Tide releases new webpage and social media content aimed at informing

customers on safe Tide Pod usage.

June 18, 2018 09:00 AM Central Standard Time

CINCINNATI— (Business Wire)—Tide began their new campaign “Safer Pods,

Safer You,” this morning with an interactive website and engaging social media

content. The company started the campaign to inform consumers on how to safely

use Tide Pods. The campaign includes:

Interactive laundry walkthrough

Clickable Tide Pod that gives information on safety features and

tips.

Forum for users to get assistance on tough laundry questions

Giveaways for participation in “Social Media Safety Challenges”

Chief Brand Officer Marc S. Pritchard said: “The interactive new campaign is a

way for customers to interact with our product in a way that highlights the safety

of our product, as well as it’s convenience.”

Users can explore the website for tips on how to safely use Tide Pods, or get a

laugh out of the comedic “challenge posts” Tide is posting on Social Media. The

website has already gotten 500,000 hits as of 09:00 AM Central Standard Time on

June 18, 2018.

The campaign is the company’s response to the viral “Tide Pod Challenge” that

took the world by storm in early 2018. Proctor & Gamble released a safer Tide

Pod design in May. Research shows that poisonings are already down 45% with

the new design. The campaign is expected to bring poisonings down an additional

35%.

The Safer Tide, Safer You website can be found at www.safertidesaferyou.com


32

Procter & Gamble Company Profile

Mission Statement:

At Procter & Gamble, we are dedicated to creating great products that will change the lives of

our customers. To reach this goal, we strive for the best in all we do. We actively recruit leaders

and innovators to bring growth to our company. We challenge ourselves to push the status quo

and find new and improved ways of getting things done. We run our company on five core

values, leadership, ownership, passion for winning, and trust. Without these core values, Procter

& Gamble would not be a leader in our industry or have the trust of consumers around the world.

Our People

Since our founding in 1837, we have valued passionate employees. Currently we employee over

95 thousand individuals worldwide. We’ve been named to Forbes Magazine’s “Best Employers

for Diversity,” “World’s Best Employers,” and “America’s Best Employers” lists in the past five

years. Below are some of our company’s top executives.

David Taylor - Chairman of the Board, President and Chief Executive Officer

Kathleen (Kathy) B. Fish- Chief Research, Development and Innovation Officer

Marc S. Pritchard- Chief Brand Officer

Our Locations

In 1837, we made our home in Cincinnati, Ohio. Today, our global headquarters sits on a 14.25-

acre campus in the middle of downtown Cincinnati. This is in addition to the facilities we have

across the US, from Woodland Hills, CA to Mehoopany PA.

Sales Information

In 2017, we saw net sales of 65.1 billion dollars. With ten category portfolios, Procter & Gamble

has a hand in most household products. See below for a breakdown of these sales as well as

popular products.

Category % of Net Sales Major Brands

Beauty 18% Pantene, Olay, Old Spice

Grooming 10% Fusion, Gillett, Venus

Health Care 12% Crest, Vicks, Oral-B

Fabric Care & Home Care 27% Tide, Downy, Gain, Swiffer, Febreze

Baby, Feminine, and Family Care 25% Charmin, Pampers, Luvs


33

Tide Pod Product Specification

Tide Pods are the first self-dispensed detergent pods on the market. These small pods

revolutionized the laundry detergent industry with an exciting appearance and performance.

These pods hold three chambers of stain-fighting action. From brightening, to digging out the

toughest stains, Tide Pods are there to help the busy family. Just another way Procter & Gamble

is bringing effective and convenient products to our customers.

Technology

With years of development, Procter & Gamble worked to find the safest solution to some of Tide

Pods’ biggest challenges. With over 10,000 consumers participating in research, Procter &

Gamble tried over 200 product designs to find the best option. The reinvented Tide Pods feature:

A new poly-trithuritine coating that takes more liquid to dissolve.

o This will not impact consumers using the pods in their washing machines, as the

pods still easily dissolve with the typical washer load. However, this new design

will make it harder for children to accidentally eat the pods since they will no

longer pop in the low moisture environment of mouths.

o The new design also features a bitter coating, further deterring purposeful

consumption of the Tide Pods.

A new color scheme that will deter users from ingesting the pods.

o The new colors replaced the white detergent with a green color. Research has

shown that green deters users from eating the pods more than any other color.

However, the new color scheme does not detract from the overall product image.

Instead, it lends Tide Pods a fresh new look.

A new tub design that makes it harder for young children to open the Tide Pod

containers.

o The new tubs deter accidental poisonings in young children by helping keep them

out of young hands who might mistake the Tide Pods as a fun snack.

Customer Appeal

Research by Procter & Gamble shows that 97% of consumers are satisfied with their

laundry experience after using Tide Pods. This is in comparison to 68% of consumers

suing alternative products.

Consumers say they prefer Tide Pods because of their:

o Ease of use

o Effectiveness

o Novelty of the product

Pre-Dispensed laundry detergent is growing fast on the market. Currently Tide Pods hold

the largest percentage of market share in this category.


34

Scents include Spring Meadow, Ocean Mist, Mystic Forest, and the new Lavender Fields scent.

Media Alert: Procter & Gamble Announces Community Workshops across the

United States

Procter & Gamble brings savvy laundry skills to cities throughout the United States with

workshops at Boys and Girls Clubs featuring Rob Gronkowski.

May 22, 2018 02:30 PM Central Standard Time

-- (EON: Enhanced Online News)—Procter & Gamble

WHAT: Procter & Gamble has teamed up with Boys and Girls Clubs and Rob Gronkowski

to teach safe laundry skills workshops to teenagers across the United States.

Gronkowski will travel to twenty cities across the United States to host the

workshops at the after-school programs.

The workshops will feature lessons on how to deal with common stains and

laundry problems. The classes will also cover how to safely use Tide Pods with

teenagers that are not used to doing their own laundry and will soon be moving

out of their parent’s homes. Participants will also have opportunities to take

pictures with Gronkowski and participate in giveaways.

WHY: As today’s teenagers are moving on to the next stage of life, it’s important that

they are prepared to live in the real world. Hosting these workshops lets Procter &

Gamble give back to communities while also ensuring teenagers know how to use

Tide Pods safely.

WHERE: LARRY & RHONDA SHEAKLEY CLUB

4100 Glenway Avenue

Cincinnati, OH 45205

WHEN: Friday, June 1, 2018

3:00pm- Arrival of Rob Gronkowski and photo ops

3:30pm- Press conference with Gronkowski

4:00pm- Workshops begin

HASHTAG: #MoveUpMoveTide

Contacts: Emily Buice, 555-555-5555


35


Emily Buice, 555-555-5555

[email protected]

Subject: Yes, we have to tell them not to eat Tide Pods

Chaim Gartenberg, Reporter, The Verge

[email protected]

Chaim- I loved your article on New York’s attempt to make Tide Pods look less edible. I have a

follow up idea for you: Procter & Gamble gets ahead of the tide and redesigns pods to look less

appetizing.

Considering the recent upswing in Tide Pod poisonings, it’s time Procter & Gamble take steps to

protect their customers. In the first few months of 2018, we’ve already seen 39 poisoning cases

from Tide Pods, this is in comparison to the 58 cases reported throughout 2017. This shows a

dangerous trend that warrants drastic measures, such as a product redesign. Procter & Gamble

CEO announced the new design at a press conference yesterday, saying “This is another example

of our company putting people first.” This new design is expected to reduce poisonings by 45%

in the next four months and 68% by the end of 2018.

Are you interested in interviewing Procter & Gamble’s Chief Research, Development and

Innovation Officer Kathleen Fish on the new design and how it will help families across the

United States? It could be a good fit for a story in the culture section of The Verge, or even as a

feature story in the science category in June. I’d be happy to set up a call.

Best regards,

Emily Buice

Twitter Pitch: @DaleDBuss great article on #P&G CEO David Taylor’s attempts to stop Tide

Pod abuse. Would you be interested in a follow up about Tide’s new pod design that is estimated

to lower poisonings by 45%?

mailto:[email protected],


36

Backgrounder #1

Media Contact:

Emily Buice

Public Relations Manager-Buice Public Relations

555-555-5555

[email protected]

181 Years with Procter & Gamble

Today, Procter & Gamble is a thriving, multi-billion dollar business. However, 181 years

ago we started from humble beginnings. Cincinnati, Ohio was economically booming in 1837.

The city is located on the Ohio River, making it an ideal location to ship goods anywhere from

Pittsburgh to New Orleans. In addition, the meatpacking business was growing, creating a

bountiful supply of fat and oil to be used in soap and candle making.

Our founders, William Procter and James Gamble, were both utilizing the fat and oil

supply for their separate business. Procter emigrated from England and began a candle making

business. Gamble, an immigrant from Ireland, was an apprentice soap maker. These men were

drawn together through marriage. That is, they married sisters- Olivia and Elizabeth Norris.

Their father-in-law, Alexander Norris, suggested that Procter and Gamble go into business

together. Logistically, this made sense since both industries competed for the same raw

materials.

Even though it logistically made sense to start a business, financially it was questionable.

The United States was in the middle of a financial crisis. Banks were going out of business left

and right, leading to concerns that the United States itself could soon go bankrupt. Additionally,

there were countless other soap and candle makers in business. In just Cincinnati, there were 14

other similar business. Despite this, William Procter and James Gamble took a gamble. They

each put in $3,596.37 to start their business. Adjusted for inflation, today this would be

$89,040.45 each.

Thus, Procter & Gamble was born as a small candle and soap business on October 31,

1837. Their original office was located at 6th and Main. By 1940 P&G opened its first plant. This

plant, located on Central Avenue, was used to research and develop new and improved candles.

This led to the very first P&G patent in 1841. This patent was for a candle molding machine.

The business continued to grow, with 1848 seeing net profits of $37,000. In 1859 the

company expanded to $1,000,000 in sales and 80 employees. The top selling product of the time

was land oil, followed by candles. Soap only accounted for 1/3 of what candles brought in. P&G

candles were known for their high quality. Candle production peaked in 1867 with 319,235

boxes. Soon after, candle sales began declining. America was moving towards gas lighting and

P&G needed new products.


37

With candle sales declining, the son of James Gamble began researching alternatives for

the business. In 1879, after years of research, P&G introduced Ivory Soap. Ivory Soap held a

reputation of matching the quality of the imported European soaps, but at an affordable cost. The

soap was mild enough to wash bodies with, yet strong enough to wash clothes and floors. This

reputation as the very first 2-in-1 product helped Ivory Soap take off. In 1884 P&G introduced a

new and improved soap, Lenox. Lenox was marketed as easier to hold in the hand and to use

with the washboard. Lenox became the second best-selling soap after Ivory.

From there, you could say its history. Today P&G is known as the leader in household

cleaning agents. From body washes, to floor cleaners, Procter & Gamble has remained an

innovator in cleaning products. Without the determination and creativity of James Gamble II,

P&G might not be here today. As it is, we are excited to celebrate 181 years of P&G with all of

our loyal customers.


38

Backgrounder #2

Media Contact:

Emily Buice

Public Relations Manager-Buice Public Relations

555-555-5555

[email protected]

The Turn of Tide

Procter & Gamble started out in the laundry detergent market 1933 with a product called

Deft. Deft was designed for hand washing clothes and quickly made a name for itself. However,

with washing machines steadily taking hold in the laundry field, Deft was not up to the

challenge. Procter & Gamble released Tide in 1946 as the first heavy-duty laundry detergent in

the United States. Tide was designed to clean heavy soil from clothes in washing machines.

This formula remained the same until 1968 when Procter & Gamble added a new

technology, enzymes. Enzymes break down tough carbohydrate and protein stains in clothing.

Later in the 80s, Procter & Gamble released a new formula with bleach. This formula brightened

whites, while leaving colors unharmed. In addition to this new formula, a liquid detergent was

also released in 1984. This was the first of its kind in the United States. Previously, all detergents

came in powder form.

In 1992 Liquid Ultra Tide was released. This product was more concentrated and reduced

packaging waste. In 2000, the first single-dose laundry detergent hit the market. Tide Rapid

Action Tablets were on shelves for a short time, but their appearance was a prequel to modern

Tide Pods.

Throughout the 2000’s, Tide has undergone rapid expansion. Partnerships with other

popular Procter & Gamble products resulted in Tide with a Touch of Downy and Tide with a

Touch of Febreze. With consumers loving new scents, Tide continued releasing new scent

options. Further crossovers hit the shelves, with Tide with Dawn Stainscrubbers and Tide Plus

Febreze Freshness Sport offering consumers even more cleaning and scent power.

In 2012 Procter & Gamble released a product that revolutionized the laundry industry.

Unlike their predecessors, the Tide Rapid Action Tablets, Tide Pods came in a liquid form. Tide

Pods contain ultra-concentrated laundry detergent, softener, and other stain-fighting boosters.

These pods eliminated the need for consumers to measure and pour their laundry detergent.

Instead, they only had to grab a pod or two and toss them in the wash. This appealed to on-the-go

mothers and those who were first learning to do their laundry. As of 2018, it is estimated that

single dose laundry detergent pods account for 15% of the 7 billion-a-year US laundry detergent

sales.

mailto:[email protected]


39

The single dose laundry pods have raised several questions regarding safety. Specifically

the likelihood that young children would mistake the brightly colored pods for candy or toys.

Procter & Gamble responded to these concerns in 2012 by increasing safety features on Tide

Pods. Packaging was redesigned with a double latched lid to make it more difficult for young

children to open. The packaging was also changed to an opaque orange to prevent young

children exploring the pods inside. This year, Tide launched a new safety and education

campaign to prevent teenagers and young adults from ingesting Tide Pods while also teaching

the youth of today how to safely do laundry.


40

P&G Employee Raises $13,000 for Children

Last Saturday, Mary Compton woke up before dawn and quickly dressed in a bright orange body

suit. Within two hours she was plunging into the frigid waters of Mirror Lake in downtown

Cincinnati. With a howl, she emerged from the 500 meter swim, cheered on by over 200 of her

coworkers. Compton has raised over $13,000 for children in need through fundraising with P&G

for her participation in the Cincinnati Triathlon.

Mary Compton, a chemical engineer in P&G’s Research and Development department, has been

soliciting donations for two months to raise money for children in Cincinnati Children’s

Hospital. What began as a small fundraising goal soon grew exponentially.

Compton says it all started when she felt the need to give back to kids in Cincinnati’s Children’s

Hospital. Her own nephew just finished a round of chemotherapy to treat his leukemia.

“This is something that has touched me personally. I’ve seen the impact this hospital has on

children and their families and I wanted to give back” said Compton.

Compton saw an advertisement for the Cincinnati Triathlon, to be held in early June. She signed

up and began asking for donations in her office. Her main marketing tactic? She would wear a

neon orange bodysuit the whole race.

“I was getting a lot of support from my coworkers, who all know I hate the color orange. I

quickly surpassed my goal of $300” said Compton. “I decided to branch out to other areas since

there was so much interest.”

Compton sent a notice out to the entire Research and Development department. This notice

detailed how she was raising money through participating in the marathon to support children

receiving treatment in Cincinnati Children’s Hospital. Immediately, the department rallied

behind her.

“It was amazing” said Compton. “Within days I had gotten over $1,000 in donations just from

the R&D notice.”

Word quickly spread and Compton gained even more supporters.

“I had people asking how they could help, where they could sign up, just looking for any way to

help.”

The buzz drew the attention of managers across the company. The news worked its way up to the

highest levels of P&G when CEO David Taylor heard about Compton from the Director of

Research and Development.

“I was shocked to hear just how much she had raised in a short amount of time” said Taylor.

“She’s working hard for a cause she cares about, which is the type of passion we support at

P&G.”


41

Taylor, moved by Compton’s story, pledged to match whatever Compton raised. He also worked

to create a “cheer squad” for the event. Within days, over a hundred P&G employees signed up

for the cheer squad.

As word spread about the triathlon, more donations rolled in. Within a week of her notice to

Research and Development, Compton had raised more than $3,000. Spurred on by her success,

she began a competition between departments. The department that donated the most could

choose a slogan for her bright orange body suit.

“The donations poured in faster than ever after we started the competition” Compton

commented. “Everyone wanted a chance to create the winning slogan.”

When the competition closed a week before the triathlon, the winner was clear. The Marketing

department had donated $3,700. The winning slogan? “Eat my bubbles!”

On the day of the triathlon, Compton stood confidently in front of her competitors with her

bright orange bodysuit reading “Eat my bubbles.” The P&G cheer squad was out in full force,

CEO David Taylor leading the pack. Taylor matched the donations Compton collected, resulting

in a $6,500 donation and $13,000 total. Over 200 P&G employees signed up to cheer on

Compton. They were strategically placed in groups along the triathlon track to keep up

Compton’s spirits throughout the race.

Even though she didn’t finish in first place, Compton still enjoyed the experience.

“The amount of support I’ve received is breathtaking. I never would have imagined my small

fundraiser would have turned into a company-wide effort” commented Compton after the race.

“I’m thankful that I have such a strong support system through P&G. Without them, none of this

would have been possible.”


42

STORY: Tide Reduces Pod Poisonings

Air Date: For Immediate Release

Length: 90 seconds

T/C VISION AUDIO

20 secs B-roll of women walking through grocery stores and picking packages of Tide Pods off shelves.

MANY MOTHERS ACROSS THE NATION HAVE TURNED TO TIDE PODS TO SAVE TIME AND ENERGY WITHIN THEIR SCHEDULES. HOWEVER… IN RECENT WEEKS CONCERN HAS GROWN ABOUT THE SAFETY OF TIDE PODS WITH THE *TIDE POD CHALLENGE* AT THE FOREFRONT OF MANY PARENT’S MINDS. PROCTER AND GAMBLE ANNOUNCED A NEW PRODUCT DESIGN FOR TIDE PODS MONDAY MORNING THAT MAKES THE PRODUCT SAFER AND MORE EFFICIENT THAN EVER BEFORE.

11 secs Chart of Tide Pod poisonings from this year compared to other years.

THE VIRAL SOCIAL MEDIA CHALLENGE HAS RESULTED IN ABOUT 200 POISONINGS THIS YEAR. IN RESPONSE… PROCTER AND GAMBLE REDESIGNED THEIR TIDE PODS TO BE SAFER FOR BOTH YOUNG CHILDREN AND YOUNG ADULTS.

14 secs 360-degree video of the new Tide Pods that transitions into a drawing of a Tide Pod dissolving in the front profile of a washing machine. Transitions to a side profile drawing video of a Tide Pod in a mouth, then the mouth spitting out the Tide Pod.

THE DESIGN INCLUDES A NEW POLYTRITHURITINE COATING THAT REQUIRES MORE LIQUID TO DISSOLVE… BUT WILL STILL EASILY DISSOLVE IN A FULL WASHING MACHINE. THE PODS WILL NOT BE ABLE TO DISSOLVE FROM THE MOISTURE IN A MOUTH WITHOUT REMAINING THERE FOR *SEVERAL* MINUTES.

10 secs Video of an interview with Chief Research and Development Officer Kathleen Fish at a Tide Pod production facility. Background noise is muted but workers can be seen.

“Procter and Gamble is dedicated to the safety of our customers. As soon as we identified the poisoning risks... we began researching and developing solutions. Within a few months... we were able to come up with a safer... more effective product.”


43

15 secs

Montage of machines in factory making the Tide Pods

THE NEW TIDE POD DESIGN ALSO LED TO LOWER PRODUCTION COSTS. THE NEW PODS ARE LESS RESISTANT TO TEARING… MEANING LESS ARE WASTED IN PRODUCTION. PROCTER AND GAMBLE EXPECTS THIS TO SAVE HALF A MILLION DOLLARS OVER THE NEXT YEAR. SHOPPERS SHOULD SAVE AN AVERAGE OF THREE DOLLARS PER PURCHASE OF TIDE PODS.

10 secs Graphics showing the customer satisfaction and safety reports.

EARLY REPORTS SHOW A FIFTY-FIVE PERCENT INCREASE IN CUSTOMER SATISFACTION WITH THE NEW TIDE PODS. RESEARCH SHOWS THAT MORE PARENTS ARE COMFORTABLE HAVING TIDE PODS IN THEIR HOMES AND FEEL SAFE USING PODS AROUND THEIR CHILDREN.

10 secs B-roll of mother sorting clothing near washing machine. A child comes up and begins handing clothes to the mother.

WITH THE NEW PRODUCT DESIGN... IT IS ESTIMATED THAT THE NUMBER OF CHILD POISONINGS WILL BE CUT IN HALF BY THE END OF 2018. THANKS TO THE PROMPT RESPONSE FROM PROCTER AND GAMBLE... SNACK TIME IS NO LONGER IN THE LAUNDRY ROOM.


44


45

Slug: Move Up Move Tide Moving to Cincinnati

Procter & Gamble

Emily Buice: (555)555-5555

5/20/2018

10 20 30 50 80

Background Music “Wallpaper” by Kevin Macleod

Announcer:

Enthusiastic,

welcoming, female

voice

TIDE IS BRINGING LIFE SKILLS TO BOYS AND GIRLS CLUBS ACROSS THE

COUNTRY THIS SUMMER. A NEW

EDUCATIONAL SERIES… MOVE UP MOVE TIDE… WILL BE KICKING OFF AT THE

CINCINNATI BOYS AND GIRLS CLUB THIS FRIDAY… MAY TWENTY FIFTH.

SFX: Children laughing and football whistle blowing cuts in.

Announcer:

Enthusiastic,

welcoming, female

voice

PATRIOT’S PLAYER ROB GRONKOWSKI WILL MAKE

APPEARANCES AT *EVERY* MOVE UP MOVE TIDE EVENT.

GRONKOWSKI WILL FACILITATE WORKSHOPS ON SAFE

LAUNDRY PRACTICES FOR GRADUATING HIGH SCHOOL

SENIORS. THE SERIES WILL MOVE TO TEN OTHER U-S CITIES

THROUGHOUT MAY AND JUNE. FOR MORE INFORMATION,

VISIT W-W-W DOT MOVE UP MOVE TIDE DOT COM


46

Slug: Procter and Gamble launches Safer Pods Safer You Campaign

Procter & Gamble

Emily Buice: (555)555-5555

6/18/2018

10 20 30 50 80

Background Music “Monkeys, Spinning Monkeys” by Kevin Macleod

Announcer: Serious

but peppy, i.e.

Stephen Colbert.

PROCTER AND GAMBLE LAUNCHED THEIR SAFER PODS

SAFER YOU CAMPAIGN THIS MORNING WITH AN

INTERACTIVE WEBSITE AND SOCIAL MEDIA CONTENT. THE CAMPAIGN’S GOAL

IS TO EDUCATE CONSUMERS ON THE SAFE USAGE OF TIDE PODS. THE

WEBSITE FEATURES AN

INTERACTIVE LAUNDRY WALK THROUGH… LAUNDRY HELP FORUMS…AND

TIDE POD SAFETY INFORMATION. THE

CAMPAIGN WILL ALSO FEATURE GIVEAWAYS THROUGH

SOCIAL MEDIA CHALLENGES WITH THE CHANCE TO WIN

FREE TIDE PODS FOR A YEAR. THE WEBSITE CAN BE FOUND AT W-W-W DOT

SAFER TIDE SAFER YOU DOT COM. THE SOCIAL MEDIA CHALLENGES CAN BE

FOUND ON TIDE’S INSTAGRAM AND FACEBOOK PAGES.


47


48


49

Photo News Release

In Cincinnati, Ohio, Reid Whittaker (left) and Jessica Van (right), participants in Tide’s Move

Up Move Tide workshops listen as a laundry presentation is given to the Boys and Girls Club of

Cincinnati. Participants spent the afternoon learning how to safely do laundry and other life skills

before having fun with a family carnival. The workshops are led by Patriot’s Player Rob

Gronkowski and aims to teach teens and young adults real-world laundry skills.


50

Publicity Photo

Procter & Gamble unveils new Tide Pod designs that feature duller colors, tougher pods, and

new scents. The new pods are expected to decrease the frequency of single use detergent pod

poisonings by the end of 2018.


51

Bumper Sticker


52

Direct Mail Letter

Dear Mary,

Do you feel like you’re always on –the-go?

Busy families across the United States feel the same. Procter &

Gamble would like to give you the chance to win some of your

precious time back by using Tide Pods for your laundry needs.

“Tide Pods are so quick and easy to use. All I have to do is

toss one in the washer in between juggling the kids. With their

color stay technology, I don’t have to worry about the colors

bleeding and fading, meaning I can spend more time with my kids

and less sorting lights and darks.”- Tina Toms, Mother

Tide Pods are designed with families in mind. With several

scents available, including options for sensitive skin, Tide

Pods fit into with every family’s needs. Additionally, Tide

Pods are safer than ever with redesigned packaging, thicker

coatings, and even duller colors.

We’ve included a few coupons for your next Tide Pod purchase at

any major retailer. For more cash-saving opportunities, check

out the Safer Pods, Safer You social media pages where regular

giveaways take place. Enjoy the extra time Tide Pods will save

you this week!

Sincerely,

David Taylor

CEO, Procter & Gamble


53

Coupons


54

Vol. 93

P&G Opens Denver

Plant

P&G recently celebrated the opening of a new production plant in Denver, Colorado. The plant officially began operations on May 2, 2018. The celebrations included a “family fun day” for employees and families alike.

Global Design Officer, Phillip Duncan, said

“This plant helps us grow our P&G family, and brings hundreds of jobs to a new community.”

The plant will primarily produce laundry products as well as household cleaning products. It is estimated that this opening will boost production by at least 7.5% by the end of 2018.

The plant employees over 2,000 people and provides job training for all production positions.

P&G Summer

Quarterly

P&G Employee Raises $13,000

for Children

Last Saturday, Mary Compton woke up before dawn and quickly dressed

in a bright orange body suit. Within two hours she was plunging into the frigid

waters of Mirror Lake in downtown Cincinnati. With a howl, she emerged from

the 500 meter swim, cheered on by over 200 of her coworkers. Compton has

raised over $13,000 for children in need through fundraising with P&G for her

participation in the Cincinnati Triathlon.

Mary Compton, a chemical engineer in P&G’s Research and

Development department, has been soliciting donations for two months to raise

money for children in Cincinnati Children’s Hospital. What began as a small

fundraising goal soon grew exponentially.

Cincinnati Triathlon participants leap into Mirror Lake on May 26, 2018. Mary Compton raised over

$13,000 for her participation this year.


55

Compton says it all started when she felt the need to give back to kids in

Cincinnati’s Children’s Hospital. Her own nephew just finished a round of

chemotherapy to treat his leukemia.

“This is something that has touched me personally. I’ve seen the impact

this hospital has on children and their families and I wanted to give back” said

Compton.

Compton saw an advertisement for the Cincinnati Triathlon, to be held in

early June. She signed up and began asking for donations in her office. Her

main marketing tactic? She would wear a neon orange bodysuit the whole

race.

“I was getting a lot of support from my coworkers, who all know I hate

the color orange. I quickly surpassed my goal of $300” said Compton. “I

decided to branch out to other areas since there was so much interest.”

Compton sent a notice out to the entire Research and Development

department. This notice detailed how she was raising money through

participating in the marathon to support children receiving treatment in

Cincinnati Children’s Hospital. Immediately, the department rallied behind

her.

“It was amazing” said Compton. “Within days I had gotten over $1,000

in donations just from the R&D notice.”

Word quickly spread and Compton gained even more supporters.

“I had people asking how they could help, where they could sign up, just

looking for any way to help.”

The buzz drew the attention of managers across the company. The news

worked its way up to the highest levels of P&G when CEO David Taylor heard

about Compton from the Director of Research and Development.


56

“I was shocked to hear just how much she had raised in a short amount of

time” said Taylor. “She’s working hard for a cause she cares about, which is the

type of passion we support at P&G.”

Taylor, moved by Compton’s story, pledged to match whatever Compton

raised. He also worked to create a “cheer squad” for the event. Within days,

over a hundred P&G employees signed up for the cheer squad.

As word spread about the triathlon, more donations rolled in. Within a

week of her notice to Research and Development, Compton had raised more

than $3,000. Spurred on by her success, she began a competition between

departments. The department that donated the most could choose a slogan for

her bright orange body suit.

“The donations poured in faster than ever after we started the

competition” Compton commented. “Everyone wanted a chance to create the

winning slogan.”

When the competition closed a week before the triathlon, the winner was

clear. The Marketing department had donated $3,700. The winning slogan?

“Eat my bubbles!”

On the day of the triathlon, Compton stood confidently in front of her

competitors with her bright orange bodysuit reading “Eat my bubbles.”


57

The P&G cheer squad was out in full force, CEO David Taylor leading

the pack. Taylor matched the donations Compton collected, resulting in a $6,500

donation and $13,000 total. Over 200 P&G employees signed up to cheer on

Compton. They were strategically placed in groups along the triathlon track to

keep up Compton’s spirits throughout the race.

Even though she didn’t finish in first place, Compton still enjoyed the

experience.

“The amount of support I’ve received is breathtaking. I never would

have imagined my small fundraiser would have turned into a company-wide

effort” commented Compton after the race. “I’m thankful that I have such a

strong support system through P&G. Without them, none of this would have

been possible.”

181 Years with Procter & Gamble

Today, Procter & Gamble is a thriving, multi-billion dollar business.

However, 181 years ago we started from humble beginnings. Cincinnati, Ohio

was economically booming in 1837. The city is located on the Ohio River,

making it an ideal location to ship goods anywhere from Pittsburgh to New

Orleans. In addition, the meatpacking business was growing, creating a

bountiful supply of fat and oil to be used in soap and candle making.

Our founders, William Procter and James Gamble, were both utilizing

the fat and oil supply for their separate business. Procter emigrated from

England and began a candle making business. Gamble, an immigrant from

Ireland, was an apprentice soap maker. These men were drawn together

through marriage. That is, they married sisters- Olivia and Elizabeth Norris.

Their father-in-law, Alexander Norris, suggested that Procter and Gamble go

into business together. Logistically, this made sense since both industries

competed for the same raw materials.


58

1837 P&G Partnership Agreement

Even though it logistically made sense to start a business, financially it

was questionable. The United States was in the middle of a financial crisis.

Banks were going out of business left and right, leading to concerns that the

United States itself could soon go bankrupt. Additionally, there were countless

other soap and candle makers in business. In just Cincinnati, there were 14

other similar business. Despite this, William Procter and James Gamble took a

gamble. They each put in $3,596.37 to start their business. Adjusted for

inflation, today this would be $89,040.45 each.

Thus, Procter & Gamble was born as a small candle and soap business

on October 31, 1837. Their original office was located at 6th and Main. By 1940

P&G opened its first plant. This plant, located on Central Avenue, was used to

research and develop new and improved candles. This led to the very first P&G

patent in 1841. This patent was for a candle molding machine.

The business continued to grow, with 1848 seeing net profits of

$37,000. In 1859 the company expanded to $1,000,000 in sales and 80

employees. The top selling product of the time was land oil, followed by

candles. Soap only accounted for 1/3 of what candles brought in. P&G candles

were known for their high quality. Candle production peaked in 1867 with

319,235 boxes. Soon after, candle sales began declining. America was moving

towards gas lighting and P&G needed new products.

With candle sales declining, the son of James Gamble began

researching alternatives for the business. In 1879, after years of research, P&G

introduced Ivory Soap. Ivory Soap held a reputation of matching the quality of


59

the imported European soaps, but at an affordable cost. The soap was mild

enough to wash bodies with, yet strong enough to wash clothes and floors. This

reputation as the very first 2-in-1 product helped Ivory Soap take off. In 1884

P&G introduced a new and improved soap, Lenox. Lenox was marketed as

easier to hold in the hand and to use with the washboard. Lenox became the

second best-selling soap after Ivory.

From there, you could say its history. Today P&G is known as the

leader in household cleaning agents. From body washes, to floor cleaners,

Procter & Gamble has remained an innovator in cleaning products. Without the

determination and creativity of James Gamble II, P&G might not be here today.

As it is, we are excited to celebrate 181 years of P&G with all of our loyal

customers.

The Turn of the Tide

Procter & Gamble broke into the laundry business in 1933 with Deft.

Deft was designed for hand washing clothes and quickly made a name for itself.

However, with washing machines steadily taking hold in the laundry field, Deft

was not up to the challenge. Procter & Gamble released Tide in 1946 as the first

heavy-duty laundry detergent in the United States. Tide was designed to clean

heavy soil from clothes in washing machines.

This formula remained the same until 1968 when Procter & Gamble

added a new technology, enzymes. Enzymes break down tough carbohydrate

and protein stains in clothing. Later in the 80s, Procter & Gamble released a

new formula with bleach. This formula brightened whites, while leaving colors

unharmed. In addition to this new formula, a liquid detergent was also released

in 1984. This was the first of its kind in the United States. Previously, all

detergents came in powder form.

In 1992 Liquid Ultra Tide was released. This product was more

concentrated and reduced packaging waste. In 2000, the first single-dose

laundry detergent hit the market. Tide Rapid Action Tablets were on shelves for

a short time, but their appearance was a prequel to modern Tide Pods.


60

Throughout the 2000’s, Tide has undergone rapid expansion.

Partnerships with other popular Procter & Gamble products resulted in Tide

with a Touch of Downy and Tide with a Touch of Febreze. With consumers

loving new scents, Tide continued releasing new scent options. Further

crossovers hit the shelves, with Tide with Dawn Stainscrubbers and Tide Plus

Febreze Freshness Sport offering consumers even more cleaning and scent

power.

In 2012 Procter & Gamble released a product that revolutionized the

laundry industry. Unlike their predecessors, the Tide Rapid Action Tablets,

Tide Pods came in a liquid form. Tide Pods contain ultra-concentrated laundry

detergent, softener, and other stain-fighting boosters. These pods eliminated the

need for consumers to measure and pour their laundry detergent. Instead, they

only had to grab a pod or two and toss them in the wash. This appealed to on-

the-go mothers and those who were first learning to do their laundry. As of

2018, it is estimated that single dose laundry detergent pods account for 15% of

the 7 billion-a-year US laundry detergent sales.

The single dose laundry pods have raised several questions regarding

safety. Specifically the likelihood that young children would mistake the

brightly colored pods for candy or toys. Procter & Gamble responded to these

concerns in 2012 by increasing safety features on Tide Pods. Packaging was

redesigned with a double latched lid to make it more difficult for young

children to open. The packaging was also changed to an opaque orange to

prevent young children exploring the pods inside. This year, Tide launched a

new safety and education campaign to prevent teenagers and young adults from

ingesting Tide Pods while also teaching the youth of today how to safely do

laundry.

Interviews with P&G Mothers

Q. Many mothers find it increasingly difficult to juggle work with family, how do you handle it?

A. “My biggest tip is prioritization. At the end of the day you have to choose what matters both. I’m lucky that I have a team that supports the choices I make and helps me prioritize my family while enjoying my work.”- Allison, P&G Researcher


61

Q. What is your go-to-hack for making the evenings after work smoother?

A. “My go-to-hack is having everything pre-sorted. So for dinner I prep everything I need the night before so it’s ready to go as soon as I go home. On laundry days I pre-sort all the clothes throughout the week, so all I have to do is toss them in with a pod.”- Rebecca, Accounting


62


63

P&G Mission Statement

At Procter & Gamble, we are

dedicated to creating great products

that will change the lives of our

customers.

To reach this goal, we strive for the

best in all we do.

We actively recruit leaders and

innovators to bring growth to our

company.

We challenge ourselves to push the

status quo and find new and

improved ways of getting things

done.

We run our company on five core

values, leadership, ownership,

passion for winning, and trust.

Without these core values, Procter

& Gamble would not be a leader in

our industry or have the trust of

consumers around the world.

Procter & Gamble

1818 Forest Ave.

___ Cincinnati, OH 41073

___

Phone: (555)555-5555 ___

Fax: 325.555.0145

___

[email protected]

Summer 2018

Growing with you, for you.

Procter & Gamble


1


0

On May 22, 2018, Procter & Gamble

unveiled a new Tide Pod design. The

design utilized a thicker coating and

duller colors to make the pods less

appealing to children.

Tide also launched “Safer Pods, Safer

You,” campaign that includes:

• Interactive laundry walkthroughs

• Clickable Tide Pod that gives

information on safety features and tips.

• A forum for users to get assistance

on tough laundry questions

• Giveaways for participation in

“Social Media Safety Challenges”

Users can explore the website for tips on how

to safely use Tide Pods, or get a laugh out of

the comedic “challenge posts” Tide is posting

on Social Media.

Safer Pods, Safer You

Procter & Gamble teamed up with Boys

and Girls Clubs and Rob Gronkowski to

teach safe laundry skills workshops to

teenagers across the United States this

summer. Gronkowski will travel to

twenty cities across the United States to

host the workshops at after-school

programs.

The workshops feature lessons on how to

deal with common stains and laundry

problems. The classes also cover how to

safely use Tide Pods with teenagers that

are not used to doing their own laundry

and will soon be moving out of their

parent’s homes. Hosting these

workshops lets Procter & Gamble give

back to communities while also ensuring

teenagers know how to use Tide Pods

safely as they gain independence.

MOVE UP, MOVE TIDE

In 2017, we saw net sales of 65.1

billion dollars. With ten category

portfolios, Procter & Gamble has

a hand in most household

products. See below for a

breakdown of these sales as well

as popular products.

Some of our most popular brands

include: Charmin, Pampers,

Luvs, Tide, Downy, Gain, Swiffer,

Febreze, Crest, Vicks, Oral-B,

Fusion, Gillett, Venus, Pantene,

Olay, and Old Spice

P&G NET SALES BY BUSINESS SEGMENT


1

28%

18%32%

12%

10%

SALES BY BUSINESS SEGMENT

Baby,feminine,family careBeauty

Fabric andHome Care

Health Care


2

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Buice Public Relations - s3.amazonaws.com€¦ · Buice Public Relations 2 Agency Details Buice Public Relations began in 2010 in St. Louis Missouri with a small group of five public