CINCINNATI: Procter and Gamble, the FMCG giant, will make greater use of social media in product launches having experienced widespread online criticism following the roll out of Pampers Dry Max.

Speaking at the Cannes Lions International Advertising Festival, Marc Pritchard, P&G's global marketing and brand building officer, said the unflattering views expressed on Facebook were not in line with the overall response to Dry Max.

Rather, he suggested there were "far more positive comments and far fewer negative comments than we had historically received" through traditional channels such as helplines and letters.

In contrast, the fallout on Facebook, which gained momentum after some mothers in the US claimed the new nappy range caused rashes, had "a much higher amplification of the negative."

The world's biggest advertiser has previously stated it would seek to leverage Facebook as a key tool to engage shoppers, and Pritchard reported this was still very must part of the organisation's strategy.

"We are with Facebook in a big way, and we want to go wherever Facebook is going as well," he said.

To minimise future controversy, P&G will endeavour to reach out to its customers on the web well in advance of unveiling additions to its portfolio, as well as carefully tracking the results of this process.

"With the internet, now you have much more constant real-time connections with consumers and what they are about," said Pritchard. 

"We have a pretty sophisticated monitoring system that is constantly monitoring what people are talking about."

Data sourced from Financial Times; additional content by Warc staff