Diversifying Reach for Unified Growth
Procter & Gamble (P&G), the global leader in daily-use household and cleaning products, has taken a bold step in reshaping its marketing strategy with the launch of the Crest Reality Checkup campaign. This initiative is a direct response to the recognition that, despite significant advances, a substantial portion of potential consumers remains untapped.
Breaking the Habitual Marketing Mould
P&G has traditionally excelled in reaching broad audiences, but data reveals that there’s room for growth. With figures hovering around 75% reach among U.S. adults, the company is shifting gears from conventional demographic targeting to a more inclusive approach. In the past, marketing strategies heavily focused on the ‘women, ages 18-49’ demographic, neglecting a myriad of other potential users. Crest, however, is looking to correct this oversight by inviting all adults to engage with their brand.
Embracing a Multicultural Approach
In today’s richly diverse society, P&G understands the importance of resonating with every consumer segment. The Crest Reality Checkup campaign stands at the forefront of this inclusive approach. By measuring reach across multiple segments, including Black, White, Hispanic, and Asian-American consumers, Crest is not only acknowledging the diversity of its consumer base but actively engaging with it. Such a strategy is not just socially astute—it’s also commercially savvy. With the ANA’s AIMM study suggesting a significant sales lift from multicultural engagement, P&G is setting the bar for how brands should operate within a multicultural marketplace.
The Crest Reality Checkup: A Campaign for All
The Crest Reality Checkup campaign is innovative, targeting the realities of oral care that often go unnoticed until a dentist appointment. Recognizing that nearly 100% of adults partake in oral hygiene, Crest’s campaign seeks to reach as close to that percentage as possible. By investing in multicultural media, the campaign has achieved impressive 80% media reach levels across various consumer segments.
The Outcome: Growth and Engagement
The early results of this inclusive marketing campaign are promising. Crest has seen its market and brand grow, fuelled by the commitment to meet consumers in the spaces where they are most engaged and receptive. As P&G continues to double down on its investment in multicultural media, the Crest Reality Checkup is just the beginning of a transformative era for the company—a leap towards winning with every consumer and segment.
P&G’s shift towards an all-encompassing strategy underlines a crucial message for the industry: inclusivity isn’t just about meeting a social imperative—it’s about recognising the complete spectrum of consumers as essential to a brand’s growth and vitality.
