Procter & Gamble learns new media lessons from an old medium
Geoffrey PrecourtWarc
Procter & Gamble has long been recognized for its eagerness to get out of the office and into the homes of consumers. Most notably, its ethnographic studies led to the finding that when people cleaned their floors, they spent as much time rinsing the mop as they did scrubbing the tiles and boards. The result, in 1999, was Swiffer, a brand with annual retail sales now well in excess of $500 million.
In fact, the world’s largest packaged-goods company has demonstrated this kind of...