P&G's strategy, Elaine Wong explains, is analogous to Goodyear showing fancy sports cars,
which it doesn't make, in its ads because all cars need tires. Rich DelCore, director of P&G's brand building organization, credits the consumer insight that "meals and meal
preparation are a real problem area for moms and families in general."
But when you get to the bottom of it all, cleaning up the mess is a real problem, too. That's where the "Quicker Picker-Upper" comes in. It's the site's main sponsor. "Bounty's aim is to help families [not] to worry about the cleanup," says brand manager Dave Lee.
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