Procter and Gamble has embraced word of mouth and viral marketing. How long will it be before you can buy your Folgers via Network Marketing?NY TImes:
For decades, the Procter & Gamble Company was perhaps the most staid and traditional national advertiser, rarely approving advertising that deviated from tried-and-true formulas. Now, as Procter begins exploring the wild world of so-called viral or word-of-mouth marketing, seeking to reach younger consumers who live online, eyebrows are being raised all over cyberspace.
For the last two months, Procter has been distributing a viral video clip for Folgers coffee, which can be watched on Web sites like adcritic.com, boardsmag.com, buzzpatrol.com and youtube.com. The clip presents a daffily skewed take on conventional coffee commercials, featuring a horde of impossibly cheerful people rampaging through a town.
The mob, dressed in yellow, sings a bizarre jingle titled "Happy Morning!" that includes lyrics like "You can sleep when you are dead." The youth-oriented effort has its own Web site (toleratemornings.com), where the clip resides with wake-up calls, mock e-mail messages and a make-believe "boss tracker."
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