Have you tried this yet, again?

For the second year running, Proctor & Gamble is highlighting its innovative products for self, family and home with the Have You Tried This Yet (HYTTY)? campaign. The program highlights a number of successful P&G products introduced within the last six to 18 months that feature the company’s most advanced technology, including Bounty Extrasoft, Always Infinity and Clairol Nice ‘n Easy Color Blend Foam.

“It’s a way for P&G to leverage the innovations that have been working well and get consumers to try them,” says Steve Sholtes, manager of industry affairs for the Cincinnati-based P&G.

New this year, Kari Byron, host of Mythbusters and Head Rush with be the campaign’s spokesperson and produce a series of HYTTY? brand demonstration videos that show the innovation and quality that goes into each item firsthand. “This is the perfect collaboration, as I aim to inspire and excite others about the wonders of science and show innovation at work in our daily lives,” says Byron.

Additional touch-points include print advertising, direct response TV and social media, as well as the P&G brandSAVER coupon booklet with more than $102 in savings on the company’s featured products. The coupons will be available in local newspapers on October 30.

“Last year many retailers advertised HYTTY? in their circulars. Some saw a 10% growth in the category just by tying into it.” says Sholtes. “It helps build store loyalty. Many retailers report that consumers who first try something in their store are more likely to go back to the same store to purchase it a second time.”

For more information, visit www.pgtryit.com.