P&G’s Trash is Another Man’s Treasure

P&G spends a whole lotta’ cash on its many brands, and for quite a few, the ROI on that spend isn’t anything to get too excited about. This article lays out some interesting numbers around P&Gs marketing spend, what it spends those funds on and what it doesn’t.

Some of P&Gs brands, of course, are real stars—Crest, Olay, Covergirl to name a few—and some get pushed to the wayside, laying dormant, but offering very attractive business opportunities for others like Sensio, who picked up Brim, the decaffeinated coffee brand, that most people under age 35 have probably never heard of.

Here, the author interviews Sensio CEO Shae Hong about why he purchased the brand, what he thinks about the single-cup phenom and how he is marketing Brim. We even get to view an old TV spot!

Brim was once a staple in many households after it launched in 1961 by General Foods Corp. But when General Foods merged in 1995 with Kraft, who marketed tough competitor, Maxwell House, that was pretty much the end of Brim for about 15 years. Now Brim has come into the modern age, a new owner, a branded coffee maker, sweepstakes on Twitter, even a Facebook page with 36,5809 likes and exactly 52 people “talking about this.” One thing, however, has been revived from days long ago, it’s popular tag line, “Fill it to the Rim—with Brim!”