Published8. Aug 2023, 4:23 p.m
Procter & Gamble: “Advertising with Roger Federer no longer works”
As an advertising face, the Swiss tennis star shaped the Gillette shaving brand for years. What worked then is now out of fashion.
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Federer advertised Gillette from 2007 to 2015.
20min/Taddeo Cerletti
For years he was the advertising face of the shaving brand. But those times are over. Nowadays, in the beauty sector, advertising faces are in demand that consumers can identify with.
image sports photo service
This is what Loïc Tassel, European boss of the consumer goods group Procter & Gamble, says in an interview with the “Handelzeitung”.
That’s what it’s about
“Roger Federer no longer works,” says Loïc Tassel, Europe boss of the consumer goods group Procter & Gamble.
Advertising with celebrities no longer works as well as it did almost two decades ago.
Today, advertising faces that consumers can identify with are more effective.
Roger Federer advertised Gillette for years. The collaboration ended in 2015 – forever, it seems. “What worked two decades ago to win men’s hearts no longer works today,” said Loïc Tassel, head of European business at consumer goods group Procter & Gamble, in one Interview (Paid article) with the «Handelszeitung».
The days of celebrities as advertising faces are over, the next-door guy is much more effective these days. “Today it’s about man-to-man communication, about equality, closeness and brotherhood,” explains Tassel. Therefore, communication at eye level is the better choice. “Roger Federer no longer works,” says at least the European boss of Procter & Gamble. This applies in particular to the beauty sector. Customers value advertising faces with which they can identify.
The proportion of online advertising is growing
In general, the advertising landscape is changing. On average, classic TV advertising still accounts for two-thirds of Procter & Gamble’s advertising expenditure, but “the proportion that we spend on online advertising is increasing,” says Tassel.
Consumers tend to rely more on online advertising, especially when it comes to products in the upper price segments. Also because they inform themselves about these products online before they buy them. “When you buy a new car, you’re not going to rely on TV commercials. It’s different with the detergent that you buy every two weeks, »explains Tassel.
However, TV advertising is not likely to disappear from the scene anytime soon, after all it still works for many products. “It’s absolutely proven that good TV communication can grow brands,” says Tassel.
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2023-08-08 15:20:58
#Celebrity #advertising #Roger #Federer #longer #works
