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

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

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