P&G targets teens with Reveal insight: Study helps brand sharpen edge in product differentiation

<p>Using key insights gained from its proprietary Reveal regional </p><p>studies, D'Arcy is targeting teens in Asia-Pacific for Procter & </p><p>Gamble's latest drive to expand the market for its sanitary napkin brand </p><p>Whisper. </p><p><BR><BR> </p><p>The agency has created two sub-regional campaigns, which are similar in </p><p>concept but differed in execution, for the Greater China market and the </p><p>Australia, Asean and India (AAI) region. </p><p><BR><BR> </p><p>The Greater China ads have the feel of a Japanese cartoon, focusing on </p><p>independence, while more emphasis is placed on the lifestyle benefits of </p><p>Whisper for the AAI market. </p><p><BR><BR> </p><p>The differences are further underlined by two separate taglines - "Be </p><p>Yourself" for Greater China and "It's a Girl Thing" for AAI. </p><p><BR><BR> </p><p>Both campaigns, however, assure teens that Whisper could help them </p><p>overcome the trials and tribulations suffered during periods. </p><p><BR><BR> </p><p>At the same time, the ads guarantee them an independent and individual </p><p>lifestyle - qualities that the younger generation greatly values. </p><p><BR><BR> </p><p>Through D'Arcy's proprietary qualitative research study, which tracks </p><p>what makes the region's young demographic groups tick, Whisper scored </p><p>two significant firsts. </p><p><BR><BR> </p><p>It was the first time that Whisper has targeted teenage girls. </p><p><BR><BR> </p><p>The move is seen an attempt to broaden and add depth to its customer </p><p>base. </p><p><BR><BR> </p><p>It was also the first time the brand produced single regional campaigns; </p><p>previously campaigns would vary from country to country. </p><p><BR><BR> </p><p>According to D'Arcy client managing director for P&G in Asia-Pacific, </p><p>Dick van Motman, "Reveal allowed us to dig deeper for those nuggets of </p><p>consumer insights in order to produce cross-border campaigns. </p><p><BR><BR> </p><p>"For example in this case, teenage girls in Asia are very independent </p><p>and individualistic and they are extremely optimistic and confident </p><p>about their future." </p><p><BR><BR> </p><p>He added that Reveal also found that "while younger women strove for </p><p>individuality it was not at the expense of social harmony since the </p><p>majority of respondents said they respected their parents the most, </p><p>which is not really the case in the West". </p><p><BR><BR> </p><p>The campaigns, therefore, highlight the problems associated with periods </p><p>followed by how Whisper could come to their rescue and ensure their </p><p>lifestyle was not affected. </p><p><BR><BR> </p><p>"It gives a sharper edge for product differentiation," Mr Motman </p><p>said. </p><p><BR><BR> </p><p>In the past, ads in this category simply featured women dressed in white </p><p>and jumping around, which made for "very generic advertising" he added. </p><p><BR><BR> </p>