Sustaining branded sales with new message

Procter & Gamble, has expanded its Future Friendly multi-brand initiative to help shoppers save water, waste and energy at home. The initiative is also likely to help the company win display space for featured brands at leading national retailers, especially those looking to demonstrate their own commitment to sustainability by rewarding leadership efforts on the part of trading partners.

P&G now is deploying a full media platform and consumers began seeing Future Friendly-labeled products on store shelves in early April. More than 15,000 retail locations will participate in the initial phase of the initiative.

Ken Clark of Lebhar-Friedman, parent company of RetailingToday.com, spoke with P&G executives Maurice Coffey and Duncan Love during a recent visit to New York City where the initiative was unveiled. Click here to view the video.