Procter & Gamble is a Fortune 500 American multinational corporation. With a range of brands as diverse as Ariel, Swiffer, Charmin, Olay and Braun – Procter & Gamble is one of the world’s largest consumer goods companies. Additionally P&G is well-known for its innovation capabilities. “Innovation plays a key role in everything we do”, explains Melanie Healey, President of P&G North America group. In order to stay at the forefront of innovation, P&G decided to go one step further – by integrating their consumers into the innovation process itself.
On the occasion of their 175th anniversary, P&G decided to realize the Co-Creation Channel, launched with two driving goals: to identify new ideas for more compelling products, marketing strategies and retailing of products and to establish a long-term community, compromised of consumers, suppliers, brand ambassadors or retailers. The launch of the P&G Co-Creation channel was accompanied by the first innovation Goal, focusing on one of P&Gs most famous brands, the skincare line Olay Pro X.
All in all, hundreds of consumers and designers registered on the P&G Co-Creation Channel and participated in the recreation of P&Gs products. Over 200 ideas were submitted by 603 members with a diverse background ranging from designers, students, consumers, hobby creative and retailers. Besides beautifully designed products, P&G gained valuable insights into their consumer’s attitude towards P&G’s products, branding and retailing strategy. The methodology spreads an important new Open Innovation skill set that can be a competitive advantage to P&G.