P&G 'Future Friendly' campaign to educate consumers on green products
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- Corporate strategy
As PRWeek.com relates, Procter & Gamble is launching a massive campaign to educate its consumers about sustainable consumer packaged good products. Called “Future Friendly,” the program aims to help P&G meet its previously announced goal of $50 billion in cumulative sales of sustainable products by 2012. Components of the initiative will include in-store, digital, and public relations advertising meant to capture the attention not only of the traditionally “green” consumer, but also of the more mainstream buyer.
PRWeek.com notes that P&G defines a sustainable product as one that saves 10% in water and/or energy use (either in its manufacturing, or use by consumers), or a 10% reduction in packaging. Brands to be included in the Future Friendly campaign include the company’s Tide Coldwater and Cascade Complete.
Future Friendly programs have already launched in Canada and the U.K. as in-store programs; the U.S. version is anticipated to be more of a holistic program with a heavy educational component.