Procter & Gamble Global Marketing Officer Jim Stengel talked about consumers, creativity and CMO tenure in an interview in a recent Strategy & Business Reader from Booz Allen Hamilton titled "CMO Thought Leaders: The Rise of the Strategic Marketer." You can access more of his thoughts here http://www.strategy-business.com/cmoreader ... But here's what I have to say ...
Well Jim, Thanks for hitting the nail on the head...again. Back in 1980 - 1982 Calle & Company was proud to be the very first new product and product positioning company to let Pampers and Procter & Gamble know that disposable diapers didn't just stand for dryness. By pioneering and repositioning Pampers as "Pampers Phases Developmental Diapers" in the very early 1980's we introduced size five to hour glass shaped disposables and convinced moms that being a toddler was just another "phase" in the "development" of a newborn or infant. And that was just the beginning of extending the brand's equity, arresting over $1 billion in toddler migration to Kimberly-Clark Pull-Ups that year. What we found curious was that by the end of the 80's P&G had dumped the initiative, or sent it into hibernation, until recently, apparently rediscovered again.
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