Hopes of achieving ‘more meaningful communication’ with its core female consumers have prompted US consumer goods giant Procter & Gamble to mail one million British homes with a free audio 'magazine' titled Take Five.
Four issues of the compact disk magazines will be mailed at bimonthly intervals, each featuring radio-style programme content covering topics such as general fitness, stress management and women’s health. Take Five’s objective is to establish an emotional bond with recipients by encouraging them to take a break from everyday chores.
The disks will promote P&G brands only by association, but the hard sell comes from an accompanying booklet containing money-off coupons with a total value of between £3-£6 ($4.5-$9.0; €4.67-€9.34). Brands promoted include Ariel and Bold washing powders, Always feminine hygiene, Fairy dishwashing tablets and Olay moisturizing cream. The booklet will also feature a freephone number to encourage recipients to pose questions, record comments, submit recipes and enter competitions.
The concept was dreamed-up not by an ad or promotions agency but by a P&G employee, 37-year-old mother of three Vicky Nicholson whose voice will introduce the CD. The magazine and direct mail campaign is designed by Saatchi & Saatchi.
P&G, Britain’s third largest advertiser after Unilever (across its various operating companies) and the government via COI Communications, spent £114.2 million last year, of which a quarter, £28.6m, was allocated to direct marketing.