Friday, May 28, 2010

P+G "Future Friendly" green crayon commercial

I am always happy when I see a commercial and it makes me want to find out more about the campaign! 

Today's example: P+G's "Future Friendly" campaign and this green crayon commercial...
The copy:
"Green - once just a simple color... not anymore. Now it describes everything we choose and buy, eat, and drive. Well, what if green could be simple again? As simple as say, doing the laundry? Presenting 'Future Friendly' from P+G. The products you use everyday, designed to do one of three simple things... save water, save energy or reduce waste. Because when green is user-friendly, we can all be 'future friendly.' 'Future Friendly,' from P+G."

I really like the plain green crayon idea and the simplicity of the art in the entire commercial.

Visit this page (from and you'll find a summary of the "Future Friendly" campaign and its expansion in the United States by Jim Leish, P+G's Marketing Director:
The campaign is "an environmental responsibility and consumer education platform."

Leish describes how the "multi-brand initiative" "brings together the power of trusted brands like Tide, Pampers, PUR, Duracell and others for a simple mission: to help consumers save water, waste and energy at home." He summarizes that "Future Friendly" is a "multi-brand commercial innovation in support of our company's ongoing commitment to sustainability." It was "designed to appeal to the mainstream consumer who is very confused about 'green,' and although they want to do the right things and they want to work towards a more sustainable future, they don't want to do things like trade off performance and not get the results and trade away from the brands they love." 

"Through this platform, we're able to provide consumers with really meaningful tips and meaningful solutions to make steps towards a more 'future friendly' environment by using different P+G products that give them the same great performance they've come to know and love, and at the same time, help them save energy, reduce waste and save water," Leish explains. "By taking small steps with our consumers, we think we have big benefits on our planet and touch and improve the lives of our consumers now and for generations to come." 

Find out more about P+G's sustainability efforts here 
and also below in an interview with Kirk Perry, P+G's VP of North America about making the 'Green' movement more user-friendly. (Conducted by the Fox Business News Network.)

Perry explains that "'Future Friendly' is an educational program designed to reach millions of consumers, to help them understand how to use less water, less energy and also produced less waste. Some of our products are formulated against what we call 'sustainable innovation product guidelines' which mean a meaningful reduction in one of those three areas." 14 brands have gone through "green" changes such as Tide Cold Water (washing in cold water is a "significant benefit to energy reduction.") "The products meet very stringent scientific standards."

"We know our consumers want no trade-offs; they want great product benefits at a great value, and they want to have them help the environment."

"At P+G we like to think of sustainability being in our DNA," Perry says. He states that since 2002, P+G has reduced its carbon footprint per unit of production by about 50 percent."

"We're always looking at how to make our products better and improve consumers' lives." "We're all about the consumer. And the consumer is our boss. And when she is going somewhere, we want to be right there with her. We know that this is a very important area for 70 percent of our consumers."

Perry won't say what the company spent on this initiative, but he does tell us that "Everything we do is a great return on investment for our shareholders." With the new products, consumers won't be paying more; they'll get the "same value they know and expect from P+G." 

Lastly, here's a link to an interview with Gianni Ciserani, President for Western Europe Procter + Gamble about 'Green' consumption (conducted at the European Business Summit) from 2008...

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