Posted by Barry Silverstein on June 15, 2011 02:00 PM
Era is one of the lower-profile brands in the stable of laundry produced and marketed by Procter & Gamble, arguably the world's most prolific brand factory and marketer. On the value scale, Era is the lowest-price major detergent brand, often competing with private label store brands instead of with its siblings in P&G's Cheer, Gain and Tide brands.
But Era is no less important from a marketing perspective; in fact, P&G cut the brand's price more than a year ago to take advantage of value-hungry consumers who were trading down to less expensive detergents because of the weakened economy. Now, P&G has upped the Era ante with an ad campaign that, at first glance, seems to combine the detergent with an unlikely spokesperson — Chuck Norris.Continue reading...