How P&G has been scoring number ones for 180 years | Marketing Media Money

Summary

The video chronicles the evolution of Procter & Gamble (P&G) since its founding in 1837 in Cincinnati, highlighting the company’s innovative approach to branding and advertising. From launching Ivory soap as a distinct brand to pioneering marketing strategies across various media, including radio and television, P&G transformed consumer products into household names. The introduction of Tide in 1946 marked a significant milestone in detergent innovation. Today, the marketing landscape is rapidly changing due to digital media and emerging technologies, requiring brands to adapt and innovate continuously to maintain consumer trust and engagement.

Takeaways

• 🏭 Procter & Gamble (P&G) was founded in Cincinnati in 1837, capitalizing on the local pig farming industry.
• 🧼 The company began with candles and soap, created by partners William Procter and James Gamble, who were also brothers-in-law.
• 📦 P&G launched the Ivory brand, which was initially marketed as 'white soap,' leading to the development of brand-specific packaging and advertising.
• 📈 The introduction of branding and advertising helped Ivory soap outperform generic white soap by 100% within a year, despite being the same product.
• 📺 P&G was an early adopter of various media platforms, including magazines and radio, even creating its own content for radio to advertise its products.
• 📺 The first televised ad by P&G aired during the first televised baseball game in the U.S. in 1939, showcasing their innovation in marketing.
• 💧 Tide, developed after 14 years of research, became the leading laundry detergent in 1946, contributing significantly to P&G's growth.
• 📢 Tide's memorable marketing campaigns, like 'Tide's in, dirt's out,' highlighted the importance of effective messaging in advertising.
• 🔍 The marketing landscape has undergone significant changes over the past few years, with digital media growth and declining TV reach.
• 🚀 Emerging technologies like AI, VR, and AR are set to further disrupt the marketing world, creating exciting new opportunities.

Q & A

What year was Procter & Gamble (P&G) established?

P&G was established in 1837.

Why was Cincinnati a significant location for P&G's founding?

Cincinnati was at the heart of the pig farming industry in the U.S. and was known as 'Porkopolis,' providing raw materials for candles and soap.

Who were the founders of P&G, and how did they come together?

The founders were William Procter, an Englishman, and James Gamble, an Irishman. They were brothers-in-law who decided to go into business together, encouraged by their father-in-law.

What was the first product that P&G marketed under a brand name?

The first product marketed under a brand name was Ivory soap.

What innovative marketing strategy did P&G use for Ivory soap?

P&G created a unique package and brand name for Ivory soap, which significantly boosted its sales compared to unbranded products.

How did P&G adapt to new advertising mediums over the years?

P&G was a pioneer in various advertising mediums, producing the first paper advertisement, moving into radio with cooking shows, and eventually airing the first televised ad during a baseball game in 1939.

What was Tide, and why was it significant for P&G?

Tide was the world's first synthetic detergent, developed after 14 years of research. Launched in 1946, it quickly became a market leader and tripled P&G's size in less than a decade.

What are some famous advertising slogans associated with Tide?

Some famous slogans include 'Tide's in, dirt's out' and 'If it's got to be clean, it's got to be Tide.'

What challenges does the marketing world face today according to the transcript?

The marketing world is experiencing perpetual disruption due to the rise of digital media, eroding trust, declining TV reach, and the emergence of AI, VR, and AR technologies.

How does P&G ensure that insights from one category can benefit others?

P&G creates mechanisms within the company to share discoveries among scientists and teams, allowing insights from one product category to spark innovations in another.