Procter & Gamble rolls out savvy mums site

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LONDON - Procter & Gamble has brought its key household and beauty FMCG brands under an umbrella community site, aimed at 'savvy mummies'.

The website,, will target mothers with children aged five and over who use the internet on a day-to-day basis.
The site, which was developed by digital agency Proximity London, does not highlight the parent company's branding, but links through to various branded sites for Fairy, Olay, Febreze, Gillette Venus and Pantene.

Content includes special guest contributors, blogs, a forum and online product offers. It features articles on subjects from growing plants to funding children through university and getting ready for a party.

Marketing for the site will include targeted emails and direct mail to drive registration, supported by newsletters and consumer promotions, competitions and surveys.

Alex Lloyd Davies, associate marketing director at P&G, said: "Our research identified the decline of the ‘yummy mummy' and the subsequent rise of the ‘savvy mummy' as a major societal trend.'

The FMCG giant has similar programmes running in other European countries including France, Germany and Italy. The programme reaches more than 1m each country.



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