Marketing Communications

TARGET GROUPS, OBJECTIVES AND TASKS 327

‘We cannot tolerate that, without our permission, political messages are linked with one of our products’ was the

official reaction of Procter & Gamble to a campaign run by the Palestine Action Platform. This pressure group

launched a print advertising campaign in which a fist holds a bloodstained Palestinian shawl, accompanied by the

slogan ‘How will Ariel get this clean?’ The purpose of the campaign was to make the public aware of the Palestinian

problem and the alleged role of the former Israeli Prime Minister, Ariel Sharon, using Procter & Gamble’s well-known

brand of washing powder. The campaign appeared in national newspapers, and Procter & Gamble first sent friendly

letters to the organisation and to the media, asking them to stop the campaign immediately. The action group was

not impressed, and continued its campaign: ‘It is obvious that only Mr Sharon is implied, not P&G.’ Procter &

Gamble then threatened to start legal action if the campaign was not stopped. The company stated that ‘we as a

company do not want to take a stand on the political situation in the Middle East. Therefore we do not tolerate that

our brand name, for which we are responsible, is used in this manner.’ By that time all major media had covered the

dispute.^17 Eventually, the campaign was withdrawn. Sometimes companies are confronted with unexpected publicity

that can damage their reputation or that of their brands. Fast and well-balanced PR activity is then called for.

BUSINESS INSIGHT

Ariel and the Palestinians

Marketing public relations

Marketing PR is directly related to selling products and/or supporting brands. As such, it is a part

of marketing communications for which oft en product or brand managers are responsible.

Marketing PR can be used to support the launch of a new product, for instance by inviting

the trade press to test-drive a new car, or to see to it that a new CD gets enough ‘airplay’. It

can also be used to support and revive existing products, for instance by means of creating an

event when the 50th shop is opened, or aft er the fi rst 100 000 cars of a certain model have

been sold. Sponsorship and special events can be used as PR tools to improve the relationship

with suppliers and distributors, by off ering free tickets for sports or arts events. Restaurants

Photo 10.1 Google creates a positive image

Source : Getty Images.

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