P&G expands Future Friendly initiative

CINCINNATI Procter & Gamble is expanding its environmental responsibility and consumer education platform through multiple brands.

Future Friendly, first introduced last year, will show consumers how to use popular P&G products to achieve savings in water, waste and energy, featuring such brands as Tide, Pampers and Duracell.

Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program, including a television campaign which will air the week of March 29. P&G's April edition of its popular brandSaver newspaper supplement, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.

"With Future Friendly, we're trying to educate 'mainstream' consumers on how to conserve natural resources in their homes," said Melanie Healey, P&G group president, North America. "These consumers don't want any perceived trade-offs in performance and price. Instead, they want to purchase the brands they already know and trust and understand how using these products, and adopting other simple behavior changes within their homes, can help them lower their impact on the environment."