LONDON/WASHINGTON: Procter & Gamble, General Mills and Wal-Mart are all emphasising specific "mission statements" during the downturn, but whether this will make a difference to their sales levels remains unclear, says Warc's regular columnist, Tummler.

Recently, P&G, the world's biggest advertiser, has started to place a heavy stress on the notion that its purpose is to "touch and improve" the lives of people around the world.

One example of this is the annual opening of the Charmin Restrooms in New York in the holiday season, something the Cincinnati-based firm argues promotes the product as a "hero" brand to consumers.

General Mills, the food manufacturer, has also adopted the tagline "We nourish lives", while Wal-Mart's mantra, "Save money. Live better", has been one of the defining ideas of the financial crisis.

However, according to Tummler, the extent to which these sentiments will help such companies drive growth in the same way as more subtle, and engaging, examples from the past is not yet certain.

Warc subscribers can read Tummler's latest column in full here.

Data sourced from Warc