What can a “yummy-mummy” and her team of Comfort-eers do for a fabric softener?
Forget word of mouth, nothing is more powerful than word of mum! In the fabric conditioner market, Proctor & Gamble (P&G) and Unilever are bitter rivals. For more than 15 years they’ve jostled for positioning and vied for the attention of their key audience – Mums. In 2006, in an effort to wrestle first place from Unilever’s Comfort Pure in the ‘sensitive skin’ category, P&G rolled out a new product, Fairy. To protect its positioning and explore new avenues for connecting with its target audience, Unilever needed a strategy. Mums like to share and receive information from their fellow mums. New mums in particular reach out regularly to others for reassurance, support, and advice. From this understanding Ogilvy PR culled the big idea and developed a creative approach that focused on creating a community of mums and influencers – the Comfort-eers – whose focus was on improving babies lives. Led by chief Comfort-eer and celebrity “yummy mummy”, Tess Daly, mums across the United Kingdom we
