P&G is continuing that conversation in North America as well, enlisting OB/GYN Dr. Nicole Sparks for a period education initiative.
Sparks’ involvement also illustrates one of P&G’s more visible growth strategies: Adding more voices to the mix. Pritchard used Old Spice body wash ads to show how the company was attempting to expand that market, while noting the work of Kevin Hart’s Hartbeat and LOL Network in building the brand.
P&G is already pursuing that growth on a global scale. Through its internal best-brand awards, Pritchard said the company looks at its brands around the world and sees how they’re growing their market, share, users, profit and sales—awarding the Top 10 to 15 best performers.
“We have all been taught for 100 years that the way to grow is to take market share,” he said. “A better way to grow is to innovate, to make the market bigger, to get more users in the market.”
