Thursday, October 18, 2012

Dreft: As Gentle With Babies As Mom Is

P&G is at it again ... being the fabulous marketers they are year after year after year. 

Whether you are a novice marketer straight out of B-School or a branding aficionado, much can be learned from following Procter & Gamble and their consumer brands.

Case in point: Dreft Detergent.

If you have had children yourself or babysat for your nieces or nephews or helped raise your younger brothers or sisters, chances are you know the Dreft brand. It's an old one; been around since 1933. For many moms, it's a staple during their baby's first year of life, because they trust it to be as gentle with their babies as they are.

Their latest TV ad is soft, sweet and tender. I'll let the copy tell the story since it will do it so much more eloquently than I ever could.

It may seem like just fabric, 
but from blankets, to jammies, 
to the little monster who shows up at bathtime, 
fabric is the stuff of babyhood. 
Dreft takes your baby's fabrics
- memories, messes, and all -
and gently keeps them clean. 
You have a child forever,
but a baby for just one year.
And because Dreft is specially made for babies,
Dreft makes babyhood special.

And, of course, that same message is told on their website, on Twitter and on Facebook. Brilliantly told and visualized.

My only suggestion is to share all those great baby photos on Pinterest. People love pinning baby pictures. 
Plus, a little research shows that this primarily female target pins pictures of the Dreft bottle for Pete's sake, clearly indicating they see Dreft as a Lovemark.


Sue Northey - Find me on