P&G Launches Future Friendly Initiative
The Procter & Gamble Company announces the United States expansion of Future Friendly, an environmental responsibility and consumer education platform it first introduced at the 2009 Clinton Global Initiative. The multi-brand initiative brings together brands like Tide, Pampers, PUR, Duracell and others for a simple mission: to help mainstream consumers save water, waste and energy at home. A full media platform, including an extensive social networking and consumer engagement component, will be deployed starting the week of March 29, 2010 to reach or exceed P&G's original pledge of providing conservation education to at least 50 million U.S. households by the end of 2010. More than 15,000 retail locations will participate in the initial phase of Future Friendly, P&G reported.
"With Future Friendly, we're trying to educate 'mainstream' consumers on how to conserve natural resources in their homes," says Melanie Healey, P&G group president, North America. "These consumers don't want any perceived trade-offs in performance and price. Instead, they want to purchase the brands they already know and trust and understand how using these products, and adopting other simple behavior changes within their homes, can help them lower their impact on the environment."
Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program. A television campaign will begin airing nationally the week of March 29, 2010. P&G's April edition of its brandSaver newspaper supplement, delivered to more than 50 million households, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.
"With Future Friendly, we're trying to educate 'mainstream' consumers on how to conserve natural resources in their homes," says Melanie Healey, P&G group president, North America. "These consumers don't want any perceived trade-offs in performance and price. Instead, they want to purchase the brands they already know and trust and understand how using these products, and adopting other simple behavior changes within their homes, can help them lower their impact on the environment."
Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program. A television campaign will begin airing nationally the week of March 29, 2010. P&G's April edition of its brandSaver newspaper supplement, delivered to more than 50 million households, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.
