PROCTER & GAMBLE TAKES CENTRE STAGE
By Adnews Staff
Toronto-based Procter & Gamble Canada is cheering as it prepares to launch a new advertising campaign for its Liquid Cheer brand. The campaign features a new form of advertising the consumer goods company calls "performance advertising." The campaign breaks May 3 at a Toronto Wal-Mart store and will be followed with a national rollout to 400 major retailers, grocery stores and outdoor locations. "Performance advertising" features a group of in-store actors that appear to be regular shoppers. Catching customers off guard, the actors will suddenly begin performing a two-minute skit based around the idea "Liquid Cheer loves your clothes as much as you do." The skit involves no staging or demonstrations and once it is finished, the actors return to what they were doing. P&G first used the "performance advertising" concept in Argentina last year when it launched a campaign for its Ariel Liquid laundry detergent. Actors raised brand awareness for the detergent by performing skits on public transit buses. In Canada, the campaign will be running in Loblaws, Safeway, Wal-Mart, Zellers, Costco, Sobey's and A&P/Dominion stores across the country. The "performance advertising" campaign runs until the end of June. The skits were written by Leo Burnett Company. PR for Liquid Cheer is handled by OEB International. Both agencies are based in Toronto.