Marketing Integrity

     At one point in class we had discussed how marketing yourself is as important as anything. Sometimes, it could mean everything. With this in mind I am pulling a recently read excerpt from the book Rising Tide, which chronicles the history of Procter & Gamble. In a previous post I related how the decisions behind the rollout of the laundry detergent Tide helped set the stage for the company’s success the remainder of the Twentieth Century. I feel that the company’s experience with the toothpaste brand Crest is just as important. Tide demonstrated that the company had executives who could think quickly and act decisively. Crest helped to strengthen P&G’s reputation, and sometimes reputation is all that you have. If your reputation is a good one, then customers will stick with you in the lean times.

                In the 1950s, toothpaste was seen as nothing more than a cleaning agent and the market was flooded with brands that claimed nearly everything without having the substance to back it, P&G notwithstanding. What’s more, the American public didn’t even view the act of brushing your teeth as a preventative measure against tooth decay. A study mentioned in the book revealed that in 1959, the average American brushed fewer than four times a week. Crest was out to change all that, but the brand needed some help in doing so. Crest was born out of exhaustive research (a common P&G characteristic) that led to the conclusion that the use of fluoride-enhanced pastes was actually effective at preventing tooth decay. The challenge was convincing the American Dental Association (ADA) of this and attaining the organization’s endorsement. The company embarked on a massive campaign to market to consumers, dentists, and the ADA. P&G wanted to prove to the ADA that their toothpaste, over all of the others in the market, actually prevented tooth decay when used as part of a routine that included regular dentist visits. P&G was adamant that it did not want to sacrifice scientific integrity “for the sake of commercial expediency”. Slowly dentists examined the research and bought into P&G claims. Moms gravitated towards the “Look, Mom – No Cavities” ad campaign created by advertising agent Benton & Bowles. The company would stick to their principles. Like Tide, they believed in their product and were committed to it. Finally, after careful examination and rigorous trials, the ADA  awarded a seal of acceptance to the Crest brand toothpaste in 1959. This was the first acceptance of its kind for a consumer branded dental product. Sales of the toothpaste skyrocketed following the announcement.

"No cavities!" source: http://www.rare-posters.com/



                The journey to have Crest toothpaste accepted by the American Dental Association was a long one- nearly twelve years. Throughout that time, P&G adhered to its principles. The company collaborated with universities and researchers to confirm and affirm the benefits of their fluoride compound. P&G worked hard to regain the trust of dentists and consumers and by doing so, eventually earned the trust and acceptance of the dental establishment. By earning this trust, P&G communicated to its consumers that there can be more to a brand than creative advertising and claims. Crest took oral hygiene in a new and positive direction and, in effect, paved the way for an entire industry focused not only on profits, but on people’s oral health.

The prize (see upper right corner) source: http://www.soap.com/



Resource:

Dyer, Davis, et. al. Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble (Harvard Business School Press: Boston, Mass) 2004. 141-158.