Ariel #ShareTheLoad: Integrated Marketing Communication Campaign

[...]all members of the household should be responsible for contributing to this. [...]to move up from its position at No. 2 in India, P&G needed to expand its customer base to include men and children, not just women, who traditionally were considered the knowledgeable customers of laundry prod...

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Bibliographic Details
Published inThunderbird Case Studies pp. 1 - 8
Main Author Batra, Dharminder Kumar
Format Report
LanguageEnglish
Published Glendale Arizona State University, Thunderbird School of Global Management 01.01.2021
Subjects
Fathers
Gender equity
Households
Inequality
Market shares
Marketing
Pandemics
Sleep
Social networks
Society
Sons
Success
Verbal communication
India
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Summary:[...]all members of the household should be responsible for contributing to this. [...]to move up from its position at No. 2 in India, P&G needed to expand its customer base to include men and children, not just women, who traditionally were considered the knowledgeable customers of laundry products. [...]to resonate with everyone regardless of their gender or age, P&G used the emotional hook of the two most important bonds that a human being develops: the parent-child bond, and the husband-wife bond. According to a survey (https://www.ariel.in/en-in/ share-the-load/for-domestic-chores-and-equal-sleep), 71% of the women in India sleep less than their husbands due to the unequal division of household chores. According to P&G, the message #ShareTheLoad, vis-a-vis laundry, was symbolic.