Ask most women about their “relationship” with laundry and detergent, and what’s likely to come back is disbelief at the questions.

   …In an attempt to cultivate Tide’s inner “lovemark,” new ads now dismiss the notion that laundry detergent is a mere commodity. Instead, they reflect P&G’s conviction that the “relationship” women have with their laundry goes well beyond clearing grass-stained T-shirts.
  
   …Lynne Boyles, P&G’s global vice-president for advertising, says the company is on a mission to unearth and cultivate the deep connections people have with its products.
  
  …Out of this process flowed lighter ads. One TV commercial depicts a pregnant woman spilling ice cream on the last shirt that fits. Another shows a mother in white pants rushing from her office to day care and then with her daughter to a park. The message: Tide lets women focus on the important things.  BusinessWeek, May 1, 2006.
 
   Procter and Gamble obviously recognize that customers have split personalities when it comes to making purchases. When they see a product as a commodity, something that performs a function, customers buy with indifference. However, if this product enables them to enjoy a desirable experience, indifference can be turned into an emotional connection and a strong brand preference. In this case, P&G put the product in a context that is meaningful to the customer.
  
Kudos to P&G.
 
Download a free paper on customers’ split buying personality. (www.thewhetstoneedge.com).

Posted by John Todor on Saturday, July 15th, 2006 at 5:46 am.