Difference between revisions of "Procter & Gamble"
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[[File:P&G Logo 2001.svg|thumb|P&G Logo]] | [[File:P&G Logo 2001.svg|thumb|P&G Logo]] | ||
| − | The Procter & Gamble Company (P&G) is an American | + | The Procter & Gamble Company (P&G) is an American global purchaser products corporation settled in Cincinnati, Ohio, established in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer health, and personal care and hygiene products; these products are organized into several segments including Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine, & Family Care. Before the sale of Pringles to Kellogg's, its product portfolio also included foods, snacks, and beverages.<ref>[[wikipedia:Procter_&_Gamble|Procter & Gamble]]. Retrieved on December 27, 2020.</ref> |
=='The Choice' ad== | =='The Choice' ad== | ||
[[File:The Choice Ad.jpg|thumb|P&G [https://www.youtube.com/watch?v=tmNxY4GaaX8 'The Choice'] ad]] | [[File:The Choice Ad.jpg|thumb|P&G [https://www.youtube.com/watch?v=tmNxY4GaaX8 'The Choice'] ad]] | ||
| − | P&G | + | P&G advertisement with name 'The Choice' appeared on June 10, 2020 proclaiming "now is the time to be anti-racist", and "now is the time to take action".It features the phrase “being white in America is not needing to state your life matters", which is superimposed over the picture of a white person’s back. The ad underscores the idea of white advantage, which has been brought into public talk during Black Lives Matter fights across the globe. |
| − | The | + | The promotion, made by Gray and Cartwright, shows close ups of black and white skin, and asks how black Americans are to react “when we are shown over and over and over that our lives do not matter?”. It brings up that “being white in America is not needing to state your life matters. And when your life matters, you have power.” It closes with an invitation to notice that presently is “time to take action”. It urges white people to “read, listen, donate, plan, march, vote, speak out step in, step up” and closes with a web address for a resource guide on race.<ref>Fleming, Molly (2020). [https://www.marketingweek.com/pg-calls-on-white-consumers-to-step-up-and-tackle-racism/ P&G calls on white people to ‘step up’ and tackle racism]. Retrieved on December 27, 2020.</ref> |
==P&G anti-racism campaign== | ==P&G anti-racism campaign== | ||
| − | P& | + | P&G's chief communications officer, Damon Jones, mentions that the advertisement is both an invitation and a test to white people to act more when it comes to anti-racism. P&G delivered print and radio variants of the af as a component of a multi-million campaign. |
| − | "The Choice | + | "The Choice" isn't the first time P&G has hopped into the fray with socially conscious advertising. P&G advertisements pointed toward addressing to social issues – at times called "woke<nowiki>''</nowiki> advertising – including: |
*"The Talk" - a two-minute film released in 2017 that didn't try to sell any of its products but simply depicted blunt conversations in African-American households struggling with everyday racism through the decades. | *"The Talk" - a two-minute film released in 2017 that didn't try to sell any of its products but simply depicted blunt conversations in African-American households struggling with everyday racism through the decades. | ||
Revision as of 15:57, 9 March 2021
The Procter & Gamble Company (P&G) is an American global purchaser products corporation settled in Cincinnati, Ohio, established in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer health, and personal care and hygiene products; these products are organized into several segments including Beauty; Grooming; Health Care; Fabric & Home Care; and Baby, Feminine, & Family Care. Before the sale of Pringles to Kellogg's, its product portfolio also included foods, snacks, and beverages.[1]
'The Choice' ad
P&G advertisement with name 'The Choice' appeared on June 10, 2020 proclaiming "now is the time to be anti-racist", and "now is the time to take action".It features the phrase “being white in America is not needing to state your life matters", which is superimposed over the picture of a white person’s back. The ad underscores the idea of white advantage, which has been brought into public talk during Black Lives Matter fights across the globe.
The promotion, made by Gray and Cartwright, shows close ups of black and white skin, and asks how black Americans are to react “when we are shown over and over and over that our lives do not matter?”. It brings up that “being white in America is not needing to state your life matters. And when your life matters, you have power.” It closes with an invitation to notice that presently is “time to take action”. It urges white people to “read, listen, donate, plan, march, vote, speak out step in, step up” and closes with a web address for a resource guide on race.[2]
P&G anti-racism campaign
P&G's chief communications officer, Damon Jones, mentions that the advertisement is both an invitation and a test to white people to act more when it comes to anti-racism. P&G delivered print and radio variants of the af as a component of a multi-million campaign.
"The Choice" isn't the first time P&G has hopped into the fray with socially conscious advertising. P&G advertisements pointed toward addressing to social issues – at times called "woke'' advertising – including:
- "The Talk" - a two-minute film released in 2017 that didn't try to sell any of its products but simply depicted blunt conversations in African-American households struggling with everyday racism through the decades.
- "The Look'' - released last year as P&G's follow-up to "The Talk'' and focused on bias from the perspective of Black men.
- "First Shave" – also released last year depicting a transgender man learning to shave from his supportive, elderly father.[3]
According to Dam Jones: “We hope to inspire the silent majority not only to be allies, but also advocates and activists in the fight for equality. And we are committed to helping them on that journey.” The Choice “is so much a statement as a question, both a challenge and an invitation.”[4]
Reception
Some critics have admonished P&G to essentially shut up and sell soap. But Jones said all companies have an "obligation to step up and lead" on issues of race, just as they have when it comes to issues such as protecting the environment.
References
- ↑ Procter & Gamble. Retrieved on December 27, 2020.
- ↑ Fleming, Molly (2020). P&G calls on white people to ‘step up’ and tackle racism. Retrieved on December 27, 2020.
- ↑ Tucker, Randy & Coolidge, Alexander (2020). P&G declares 'now is the time to be anti-racist' in new ad. Retrieved on December 27, 2020.
- ↑ “The Choice” is P&G’s commercial to fight racism. Retrieved on December 27, 2020.