Have You Tried This Yet? Campaign Highlights Product Innovation, Performance and Value

P&G Responds To National Survey Results - Household Decision Makers Want Innovative Products

Oct 21, 2010, 09:00 ET from Procter & Gamble

CINCINNATI, Oct. 21 /PRNewswire/ -- In an effort to make shopping for innovative products effortless and cost effective, the Procter & Gamble Company (P&G) (NYSE: PG) is proud to introduce the Have You Tried This Yet? initiative, which showcases original products that meet the consumers' everyday needs.

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In a national survey conducted in September 2010 among 1,000 nationally representative women in the United States, 48 percent state the majority of their daily stress occurs inside their homes, with more than half saying they often feel overwhelmed with all the responsibilities they face in caring for their loved ones, including shopping for all their families' needs.  

Furthermore, 73 percent of women said they are sometimes disappointed with their purchase of household products, describing that approximately 25 percent fail to live up to expectations. However, 84 percent of women do like to try innovative products they come across while shopping, and 96 percent reported they often seek out products for under $20 that can help with household needs.  

It's with these women in mind that P&G conceptualized the Have You Tried This Yet? campaign as a means to highlight unique, innovative products that meet the everyday needs of consumers.

"At P&G we are committed to responding to our consumers' needs and providing straightforward solutions for everyday issues," says Nataraj Iyer, Associate Marketing Director P&G U.S. Operations.  Fifty-one percent of women said they feel overwhelmed when shopping for family essentials.  "The Have You Tried This Yet? initiative offers many of P&G's most innovative products, which can help moms conveniently meet their daily needs, as well as those of their families."  

Findings also showed, 85 percent of women felt saving money is one of the most stressful things about being a mom. Additionally, the survey depicted moms found it significantly (75 percent) harder to manage a household budget, more so than any other responsibility, including raising their children.  

"In today's economic environment, family decision makers are looking for reliable, innovative products for less money," says Kim Danger, founder of MommySavers.com and expert on moms living well for less. "The Have You Tried This Yet? products allow for shoppers to make wise purchasing decisions across multiple categories – from hygiene and beauty care to home goods and snacks – that make life that much better via their inventive user benefits and value."  

Have You Tried This Yet? will be supported through a variety of consumer touch-points.  On Sunday, October 31, P&G will distribute a brandSAVER, a complimentary coupon booklet that features more than $113 in savings on the campaign's featured innovative products, in local newspapers throughout the country.  

In addition, from October 22 – 31, a free, interactive Have You Tried This Yet? Pop-Up experience will be open to the public in New York City.  Located at 101 West 57th Street (near 6th Avenue), the Pop-Up will be open Monday – Friday, 9:00 a.m.8:00 p.m. and Saturday – Sunday, 10:00 a.m.8:00 p.m. and will offer free demonstrations and product samples from brands such as Tide®, Bounty®, Pringles®, Charmin®, Febreze®, COVERGIRL®, and Olay®, allowing consumers to experience first-hand the innovations and value each product offers.  

For budget friendly ideas from value blogger Kim Danger, as well as additional information on the Have You Tried This Yet? campaign and the NYC Pop-Up experience, visit www.pgtryit.com.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers, Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty, Dawn, Gain, Pringles, Charmin, Downy, Lenor, Iams, Crest, Oral-B, Duracell, Olay, Head & Shoulders, Wella, Gillette, Braun and Fusion. The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.  Also, below is a helpful link with a lot of P&G information:

http://www.pg.com/en_US/media/media_kits.shtml

Methodological Notes:

The Have You Tried This Yet? Survey was conducted by Wakefield Research (www.wakefieldresearch.com) September 2010.  For this research, 1,000 interviews were fielded among nationally representative American women aged 18 and older using and email invitation and an online survey.  Allocations were set to ensure reliable and accurate representation of the total U.S. population of women ages 18 year olds and older. 

Results of any sample are subject to sampling variation.  The magnitude of that variation is measurable and is affected by the number of interviews conducted.  For the 1,000 interviews conducted, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

SOURCE Procter & Gamble



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