Commodifier of the Year

Procter & Gamble, the world’s 53rd largest publicly-traded business corporation, has been named Advertising Age‘s Marketer of the Year for 2019.

According to Ad Age, P & G has re-dedicated itself to out-marketing its competitors. As a result of its search for “work that has more impact,” “P&G has,” Ad Age reports, “gained share in most businesses this year, posting 7 percent organic sales growth the past two quarters.” This “rarity for any big company” has pushed P & G’s “stock price up more than 30 percent this year and 65 percent from recent lows in May 2018.”

Okay, but what is the material basis for such stellar work on behalf of shareholders?

Things like this:

That is new Downy Unstopables, which is apparently perfume you add to your laundry.

The logic of such a breakthrough is reported, with TCT’s emphasis added, by Ad Age as follows:

Such ads, which aim to encourage consumers to use products more often and successfully, are part of an effort…to focus less on taking share from rivals and more on growing or creating categories. 

One example is Downy Unstopables scent beads, a business with more than $750 million in global sales that’s moving the brand from fabric softening to adding lasting fragrance to clothes.

No word, of course, on what happens to all those new plastic bottles.

Marketing to Babies

Chobani Packaging Image Non-Greek “Greek yogurt” peddler Chobani is, according to Advertising Age, gearing up to push their hyper-packaged melted ice cream-ish goop onto babies and toddlers.

The cause is the usual one — the system, a.k.a. corporate capitalist normalcy.

The beginning point is the refusal to countenance price-cutting:

Greek has enjoyed a price premium over regular yogurt, but that has started to erode as competition increases. Mr. McGuinness [Chobani’s chief marketing and brand officer] pledged that Chobani would not go below a dollar per cup, saying Chobani is an “aspirational” brand.

Quite so. Despite the absolute centrality of “natural prices” in Adam Smith’s classic (though not uncritical) attempt to justify capitalism, actual capitalists, as Smith knew but failed to think through, despise price competition:

People of the same trade seldom meet together, even for merriment and diversion, but the conversation ends in a conspiracy against the public, or in some contrivance to raise prices.

If you know your history, you know that, as soon as they were big and strong enough, major investors convinced legislatures to allow them to grow their firms to sizes and scopes that made co-respective pricing (a.k.a. inflation) the new norm. Why would Chobani give up that privilege at this late, market-totalitarian date?

From there, it’s a matter of solving and re-solving the usual business problem, competition via mushrooming, metastasizing marketing efforts within stagnant, mature markets:

The launch [of Chobani Tots] comes as the once-skyrocketing Greek yogurt category begins to show signs of maturity. Slowing growth rates have sparked a market share battle among Chobani, Yoplait, Dannon and other brands. As a result, market leader Chobani can no longer rely on overall category growth to fuel sales and must fight harder to win customers.

“It’s harder in the Greek yogurt category to lead than it used to be,” Mr. McGuinness said during his presentation. Still, the marketer sees opportunity because Greek yogurt’s U.S. household penetration is still just 37%.

The human effects include the usual expansion of marketing efforts to condition humans who cannot yet talk or think:

Chobani wants babies to go Greek. The yogurt maker, which helped pioneer Greek yogurt in the U.S., will target tykes with a new product called Chobani Tots. It’s slated to hit stores in January.