somebody tell them they don't get it...

i know the advertising world loves to heap all sorts of praise of P&G for all the innovative things they've done to sell soap over the years. And I'm sure as with anything creative, you've gotta mess up plenty before something sticks. Case and point, P&G's new soap opera that they're broadcasting over the web, Crescent Heights. Somehow, detergent consumers from all over are going to tune in and be inspired the next time they're in the market for detergent.

“The reaction so far has been great,” Mr. Crociata said. “We feel like we’ve hit
on something that’s entertaining and, in our testing, has shown it’s
influencing purchase intent.”

Seriously, they bought 10 episodes. I know he's managing a huge budget but this is weak...

On the other hand, the folks at Nike show us all how it's done with their new Nike + program. Their shoes talk to your IPOD, your IPOD talks to their website. From your browser, you've got access to all sorts of value added stuff and community. And check this out, (P&G!) you can even buy stuff.

Here's Nike's Trevor Edwards

“We’re not in the business of keeping the media companies alive,” Mr. Edwards
says he tells many media executives. “We’re in the business of connecting with
consumers.”

i know they're different types of products but the articles were back to back and the contrast was pretty stark.