VIDEO PASS: stevegammel

 

Objective: Extend the life of NEW P&G products past the 6-month mark.

 

Problem-solving is what can make a good creative great. When my partner and I first received a brief to bring to life demos in order to help shoppers understand the benefits of products (before stores d-listed them) we knew the idea had to be bigger than what was on paper.

 

Our solution was not to look at one product but to look at the portfolio and create synergy around a common end result. This pushed us to the idea of Have You Tried This Yet. Taking the power of P&G scale, we created a program that helped products at the end of their legal NEW status - stay on display when partnered with other brands with similar attributes. The results speak for themselves.