Proctor and Gamble find success during The Great Depression


“While other companies panicked and cut their advertising budgets as the economic crisis continued, P&G increased their advertising with creative marketing strategies (including daily radio shows) and ultimately ramped up their brand awareness so much so that a century later, P&G remains a household name.”

During the Great Depression, Proctor & Gamble (P&G) became a notable success story by adopting a counterintuitive marketing strategy. While other companies were reducing their advertising budgets, P&G recognized that people still needed to purchase essential items like soap. Instead of cutting back, they increased their advertising efforts, employing creative marketing strategies such as daily radio shows. These radio shows, targeted at housewives, were designed to promote P&G’s household soap products and became known as “soap operas,” a term still used today for similar television dramas. This innovative approach to content marketing not only helped P&G survive the economic downturn but also significantly boosted their brand awareness, contributing to their status as a household name a century later. The article suggests that brands should take a lesson from P&G’s playbook and double down on marketing during tough times.

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