P&G Helps Walmart Put America First

Procter & Gamble backed up Walmart’s pledge to boost domestic product sourcing by spotlighting its own investment in U.S. jobs through a multi-faceted marketing campaign that launched ahead of the Fourth of July holiday.Walmart’s Action Alley hosted a parade of custom pallets bearing its own “Investing in American Jobs” logo while stocking P&G brands including Head & Shoulders, Gillette, Crest, Oral-B, Herbal Essences, Olay, Secret, Scope, Downy and Tide. The displays carry QR codes linking to a dedicated page on walmart.com that provides details about P&G’s U.S. factories, presents a video spotlighting one employee’s story, and showcases 3D images of the aforementioned pallets. The page also links to P&G products in walmart.com's e-commerce area.The page additionally spotlights co-op TV spots for the campaign. One 15-second spot showcases Crest’s "America-only" journey from P&G’s North Carolina factory to a Walmart store; others depict Bounty’s trek from a Utah factory, Oral-B’s path from Iowa and Tide’s migration from Ohio. (See video below.) Banner ads running throughout walmart.com link to the page.The campaign launched in conjunction with P&G’s June 1 brandSaver FSI drop. (See “P&G …” in Related Articles.) A June 8 Facebook update from Walmart distributed the Bounty spot. P&G supported with a June 30 email sent to members of its "P&G Everyday" online community that touted a Rollback price on Tide. The co-op spots bolstered Walmart's TV campaign, which has been running since February under a “Work is a Beautiful Thing” tagline. (See “Walmart Keeps Working ...”) Walmart's latest spot tapped into the Fourth of July. (See below.)Walmart last year pledged to source an extra $250 billion in U.S.-made goods over the next decade. (See “Walmart Conducts …”) To help address the difficulty of finding U.S.-made component parts, the retailer is holding a two-day manufacturing summit in August. Walmart also invited hundreds of potential vendors to Bentonville on July 8 for an “open call” to pitch products.

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