Is aligning Secret with Women's Pro Soccer a winning move for P&G?

P&G's Secret deodorant began supporting the Women's National Soccer team in 2018.  Their efforts included soccer-themed YouTube videos, and special packaging.

In July, P&G contributed $529,000 to members of the National Soccer team - $23,000 for each of the World Cup-winning players, to highlight the pay difference between men's and women's clubs.

Beginning today, P&G will buy up to 9,000 seats for soccer teams - 1,000 in each of 9 cities, and donate the seats to women's organizations and sports teams. (Bednarski, 2019)

Clearly Secret, a product that is used by athletes and non-athletes alike, could have picked a variety of different tribes to associate with.  Why do you think they picked woman's soccer?   

What target are they trying to reach?  Why?  Do you think any other tribes will be motivated?  Which ones?  

What Cialdini principles are behind this strategy?  Do you think this effort will be successful?  Or do you think alignment with a different tribe would yield better sales results?

Bednarski, P. (2019, September 17) P&G's Secret Brand Will Buy 9,000 Tickets to Women's Pro Soccer Games.  mediapost.com.  Retrieved September 18, 2019, from

https://www.mediapost.com/publications/article/340772/pgs-secret-brand-will-buy-9000-tickets-to-women.html

Tide Wins The Super Bowl - who would have predicted that?

It was such a brilliant premise - every Super Bowl ad is a Tide ad, because everyone in them is wearing clean clothes.  Of course they are! 

It was a clear message, cleverly executed.  But it got even better as they returned to it several times, throughout the game featuring favorites such as Mustafa from Old Spice.  (Come to think of it his pants were very white.) And Sexy Mr. Clean - also very white.  And of course both brands are owned by Proctor & Gamble, as is Tide, so they got in a few extra plugs along the way. 

But mostly they left me feeling that if I want my whites to be whiter, Tide is the ticket.  Awesome communication.  And, it definitely broke through.  It was awarded a Super Clio - for best of game, and was number one on AdWeek's list of best spots. (Nudd, 2018) Everyone else's too.

According to Talkwalker, Tide was the number one brand mentioned on the Internet during the game garnering 163,800 mentions.  And only 11,000 of those concerned the Tide Pod Challenge.  Hmm. (Johnson, 2018)

That is of course the elephant in the room.  And there was much speculation that Tide's decision to go all in on the Super Bowl was an attempt to counter the negative dialog stirred by this dangerous fad.  But I suspect that it was also about trying to halt the long term decline in sales for their premium brands. 

Hats off to Saatchi NY.  I'll be curious to see if it works.

Nudd, T. (2018, February 6) Tide Wins the Super Clio for Best Ad Campaign of the Super Bowl.  adweek.com.  Retrieved February 7, 2018, from

http://www.adweek.com/creativity/tide-wins-the-super-clio-for-best-ad-campaign-of-the-super-bowl/

Johnson, L. (2018, February 5) Tide's Spotless Super Bowl Campaign, as Seen From Inside the Brand's War Room.  adweek.com.  Retrieved February 7, 2018, from.

http://www.adweek.com/digital/tides-spotless-super-bowl-campaign-as-seen-from-inside-the-brands-war-room/