P&G unveils plan to link products to good causes

Procter & Gamble is planning a global cause-related marketing(CRM)

drive to create a more socially responsible image for its brands.

In Europe, P&G is asking specialist agencies to pitch next month for a

brief to link its household brands, including Ariel and Daz, with social

and environmental causes.

CRM activity is likely to run with specific products rather than at a

corporate level.

Meanwhile, in Asia, P&G has appointed Saatchi & Saatchi Cause Connection

to link its brands and corporate image with children’s causes. It is

linking with Unicef in South East Asia and Save the Children in

Australia.

Cause Connection will attempt to build positive links between P&G brands

and children into its marketing.

P&G faced controversy in the US in 1981, when one of its tampon brands

was discontinued after being linked to toxic-shock syndrome. In 1995 it

had to counter allegations of satanism over its ’man-in-the-moon’

logo.

More recently, it has been attacked for the lack of nutrition in its

Sunny Delight drink, which has been heavily marketed at children.

Marjorie Thompson, Cause Connection’s managing director, said: ’P&G is

facing the issue of what big brands do in the social cause arena.’

This article was first published on Marketing