Success in our highly competitive industry also requires agility that comes with a mindset of constructive disruption—a willingness to change, adapt and create new trends and technologies that will shape our industry for the future. A mindset of constructive disruption is even more important in this challenging environment.
A good example of constructive disruption in a category is Dawn Powerwash Dish Spray, which addresses the changing habit of washing dishes as you go instead of waiting until the end of a meal. The product enables direct application of activated suds to dishes to speed up the entire process, saving people not only time but also water.
Another example is how we continue to reinvent brand building, including how we reach consumers more effectively and efficiently. Pampers, our largest and most global brand, is relatively unique in that its primary audience is narrow: parents of children at diapering age. To reach these parents more precisely, Pampers created the Pampers Rewards app so parents can receive helpful information, tips, deals and rewards. With this app, Pampers was able to build smart audiences to reach parents at different stages—like newborns, crawling, and potty training—with more precise advertising specifically designed for each media platform, increasing the brand’s reach, effectiveness and efficiency, while driving cost savings.
Success in our highly competitive industry
requires the agility that comes with a mindset
of constructive disruption—