Sistas In The House: Blogs Go Corporate (O…M…G!)

My friend Geordie Allen (no relation to Woody mentioned in the last post), when explaining blogging to someone not familiar with the topic, says, “First of all, it’s legal.” (And invariably, he gets a laugh.)

Blogging is also profitable, I might add.

So profitable, in fact, that P&G had to include blogging into their marketing arsenal.

Since March, P&G has been using a blog to market their new Secret Sparkle Body Spray targeted at girls. Four fictitious characters, Van, Tiki, Rose, and PK (short for “peachy keen”), engage themselves in a careless chatter sparingly using teen jargon and WeIrD CaPiTaLiZaTioN, putting “like” in every sentence, dabbling into bad poetry (“I’m one girl/ In a big world…”), but never failing to promote the spray to their blog “sistahood”.

I can venture a guess that behind this thing is some smart male copywriter in his mid-forties, with receding hairline and back problems from too much work at his computer: Phrases like “carefully regimented exercise program” are a give-away. It’s actually fun to read! Check it out for yourself: http://www.sparklebodyspray.com.

If anything, it’s going to be an interesting experiment. I’m sure we’ll be seeing a lot more such blogs in the near future. And kudos to P&G for being so un-corporate in their thinking and so bold in their moves.