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P&G’s expansion of Future Friendly is a win-win for company, consumers

BY Antoinette Alexander

WHAT IT MEANS AND WHY IT’S IMPORTANT The announcement by P&G that it is looking to further expand its Future Friendly platform in 2011 to now target a reduction in packaging materials, as well as truck and fuel usage, is important on several different levels. Not only does the next phase of the program further solidify P&G’s lead role as a consumer packaged goods company that is making a significant impact to better the environment, but, at the retailer level, P&G is expecting to see a boost in powder detergent sales.

(THE NEWS: P&G’s Future Friendly tackles imminent opportunities. For the full story, click here)

Setting aside the environmental benefits for a moment, these efforts will resonate with many mainstream consumers who, judging by the research, are clearly interested in making a difference in the environment but may not understand how they can make that difference. Furthermore, those consumers are not willing to pay more for products or sacrifice product performance to promote those environmental benefits.

Underlining this notion is a January 2010 national consumer conservation study conducted by Ipsos Public Affairs on behalf of P&G’s Future Friendly, which found, among other things, that a lack of information about what to do is the greatest barrier to consumers leading a more environmentally friendly lifestyle.

The beauty of Future Friendly is that these are products they already know and trust, and probably already are buying.

In the case of powder detergent, for example, consumers buying those powder cartons with a Future Friendly label will be contributing to a reduction of cardboard packaging, fewer trucks on the road and less diesel fuel being used. Once this message resonates with consumers — and thanks to the aggressive marketing efforts by P&G and the in-store tools it will arm retailers with, that message should resonate loud and clear — retailers and Mother Nature will reap the rewards. Clearly, it is a win-win situation.

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Pfizer to acquire FoldRx

BY Allison Cerra

NEW YORK Pfizer announced Wednesday that it will acquire a privately held drug discovery and clinical development company.

FoldRx’s portfolio includes clinical and preclinical programs for investigational compounds to treat diseases caused by protein misfolding, which increasingly is recognized as an underlying cause in many chronic degenerative diseases. FoldRx’s lead product candidate, tafamidis meglumine, is an oral, disease-modifying therapy for TTR amyloid polyneuropathy (ATTR-PN), a progressively fatal genetic neurodegenerative disease, for which liver transplant is the only treatment option that currently is available, the companies said.

Financial terms of the agreement were not disclosed.

“By combining FoldRx’s proprietary expertise in identifying and developing treatments for protein misfolding diseases with Pfizer’s commercial, medical and regulatory expertise, and global strengths in patient services and reimbursement, we are taking a significant step toward potentially bringing, for the first time, a nonsurgical treatment option for underserved patients affected by the deadly disease ATTR-PN,” said Geno Germano, president and general manager of Pfizer’s specialty care business unit. “This transaction will add another important component to the growing portfolio of innovative in-line and investigational medicines for orphan and rare diseases within Pfizer’s specialty care business, and will complement the current and planned future research and clinical development taking place in Pfizer’s specialty care neuroscience disease area.”

Added FoldRx president and CEO Richard Labaudiniere, “Pfizer’s strong clinical and regulatory resources, global marketing reach and commitment to the treatment of rare diseases will significantly enhance the ability to pursue the goal of efficiently bringing tafamidis to all patients affected by this devastating neurodegenerative disease.”

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Connoisseurs Products’ Diamond Dazzle Stik to make retail debut

BY Antoinette Alexander

NEW YORK Hitting retail shelves this fall is the new Diamond Dazzle Stik, which is a portable diamond cleaner that is sized to fit in a makeup bag or purse, from Connoisseurs Products.

The Diamond Dazzle Stik uses a twist-to-dispense click pen to deliver the cleansing solution to a flow-through brush. The brush has been engineered specifically to clean behind diamonds and other precious stones and their mountings.

The formula contains microfine cleansers and polishing agents combined with polymer. The polymer fills in fine scratches on the setting, increases the sparkle of the diamond and reduces future build-up of dirt.

To promote the launch, the manufacturer is launching a multipronged advertising program that includes sampling, social media efforts on Facebook, Twitter and YouTube, branded television spots and consumer contests.

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