CPGmatters: P&G, Walmart Reach Out to Family Shoppers with Integrated Co-Marketing Campaign
Through a special arrangement, presented here for discussion is
a summary of a current article from the monthly e-zine, CPGmatters.
Procter & Gamble
and Walmart last year began co-developing original family-friendly programming
with "Family Movie Nights." In mid-April, the two extended
that partnership with plans to air five more P&G-produced original movies
for TV broadcast in 2011. They also hinted at producing a TV-series pilot based
on one of the films in coming months.
presentation — including the latest, Truth Be Told, which aired on
Fox on Saturday night, April 16 — packages a family-friendly movie with
advertising clusters that feature P&G brands and Walmart, individually,
as well as in integrated messages.
Company executives told CPGmatters that Family
Movie Nights have been surprisingly effective in encouraging purchase. Walmart’s
broader campaign, Family Moments, included selling the movies on DVDs in-store
and helping parents to create family-oriented game nights.
Ben Simon, director
of marketing for Walmart’s Family Moments programs,
noted that the company’s research showed moms wanted more family programming.
Moreover, he said, Walmart "realized that a lot of dollars we put into
advertising were helping to fund and create shows that moms were having issues
Typically, the two companies are the sole advertisers around the
broadcast, although they’ve let a few others in. And while some of the
early movies took advantage of the obvious opportunities for product placement,
has scaled that back quite a bit lately in the interests of making the stories
themselves more credible to viewers. The movies have fared well enough ratings-wise – in
the top three in their time slots, even on weekend nights.
During the Truth
Be Told broadcast, the first clutter of ads opened with a device that would
recur throughout the broadcast to draw the viewing family unit to an advertising-relevant
issue: a "Family Night Faceoff" quiz.
First question: "At what age do babies truly first smile?" After
offering multiple-choice answers, the spot promised to provide the answer later.
the screen segued into an ad for Pampers, featuring inspiring shots of babies
and parents. The next spot showed a checkout conveyor at a Walmart with a pie
followed by a package of Pampers Sensitive wipes and Pampers Cruisers. Immediately
thereafter, a spot ran for Bounty, then one for Pringles.
Finally, back to the
quiz about babies smiling; answer: "5 to 8 weeks
following was another highly-integrated advertising message, urging viewers
Pampers Sensitive wipes and Pampers Cruisers and buy them together at the Walmart
everyday low price" of $25 for Cruisers and $1.97 for wipes.
So it went
all evening long through the airing of Truth Be Told, the latest example of
a marketing package that P&G and Walmart have found works for
them — and
believe may work for other brands and companies.
"Part of what we’re doing," Mr. Simon said, "is trying
to become a catalyst for more of this type of programming" for other
advertisers, and networks. "We hope we’ll start to see a real renaissance
across all of prime-time, when there really should be a lot of co-viewing for
the entire family."
- P&G, Walmart Reach Out to Family Shoppers With Integrated Co-Marketing
Campaign – CPGmatters
- Walmart and P&G Announce Five More Films in Family Movie Night Initiative
– Procter & Gamble
- P&G and Walmart Celebrate 1 Year of Family Movie Night Announcing More
Great Entertainment Thru 2012 – Procter & Gamble
Discussion Questions: What do you think of marketing partnerships involving original TV programming between retailers, brands and networks? Do you expect to see more such partnerships in the future?