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?
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
