P&G launches massive Manhattan event, enlisting celebrities to help give away 40,000 products
Today, 19 June, Procter & Gamble has descended on Manhattan with a giveaway event involving 25 of its best known brands. By giving away more than 40,000 of its trial-size products, P&G hopes to build awareness about its brands after it found that the average American household uses 10 P&G products but that most consumers can only name two or three of its brands. Cover Girl, Gillette, Duracell, Pampers, Old Spice, Febreze, Scope, Iams and Crest have all been involved in the promotion which has taken place at five pop-up locations across the city. In addition to free products, people on the streets can go to stylists for advice, meet celebrities who make appearances and hop in a pedi-cab which is offering free rides across the city. Led by Publicis New York, P&G have said it is “the largest consumer event in the company's 175 year history," and has been supported by a dedicated website as well as Facebook and Twitter activity.
Experience the #EverydayEffect in the Gillette Man Cave TODAY in NYC at Washington Sq Park SW Corner! pic.twitter.com/PW3isrDBt9
— Gillette (@Gillette) June 19, 2013Just got to @COVERGIRL's makeup stations in the middle of Times Square. @JordanaBrewster is here 2! #everydayeffect pic.twitter.com/R9AQ6Vimmq
— COVERGIRL (@COVERGIRL) June 19, 2013