P&G approached us with a critical task: to create a high-impact initiative that would not only strengthen the connection between their various brands but also enhance corporate brand awareness. This effort was needed to leverage the strong reputation of high-quality products like Pampers, Head & Shoulders, Fairy, Pantene, and others under the P&G umbrella. The challenge was to communicate the collective value of these trusted brands and solidify P&G's standing as the company behind them, especially during a time when consumer behavior was shifting due to economic pressures.
In February 2015, a sudden devaluation of the local currency by 34%, combined with a significant drop in oil profits, drastically reduced the purchasing power of consumers. This economic downturn pushed many to opt for cheaper, lower-quality products, as affordability became the priority. However, we understood that while price might drive initial purchasing decisions, true consumer satisfaction—and loyalty—comes from the quality that endures. The key insight was that the real value of money isn't simply about the lowest cost but about obtaining the best quality at a reasonable price, which ultimately offers greater value for consumers.
To address this challenge, we crafted the "Keyfiyyət Sərfəlidir" concept, translating to "higher quality gives more value for money." This messaging was designed to resonate with consumers facing tough economic choices, reminding them that investing in quality products would ultimately provide better value. To personify this message, we selected Bahram Bagirzade, a well-known actor celebrated for his down-to-earth nature, as the campaign's brand ambassador. His relatable and trustworthy image was instrumental in bridging the gap between premium product quality and accessibility, reinforcing P&G’s commitment to delivering high-quality products at a fair price. The campaign was a resounding success, effectively shifting consumer perceptions and behavior. It was so impactful that P&G adopted the concept as a benchmark for similar campaigns across several countries, including Georgia, Uzbekistan, Ukraine, and Russia, for many years. This initiative not only boosted sales but also significantly elevated P&G's brand equity, proving that quality, when communicated effectively, always finds its market.
