Procter & Gamble rolls out savvy mums site

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

Procter & Gamble rolls out savvy mums site

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.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published