P&G Launch ‘The ABC of Online Supermarkets’ through creative agency Joshua Interactive.

WEYBRIDGE, April 6, 2005 – Procter & Gamble (P&G) today announced the launch of an initiative to provide consumers with a definitive guide to supermarket shopping on the Internet. Developed by creative agency Joshua Interactive, ‘The ABC Of Online Supermarkets’ www.onlinesupermarkets.co.uk is a microsite that provides consumers with a wealth of information on the online grocery shopping experience, explains the differences between the leading providers offerings, and provides the answers for many common misconceptions of grocery shopping through online providers. The guide will run for three months and is backed up with a series of rich media executions that appear on the Yahoo! UK & Ireland site and across a range of P&G brand properties.

Recent media reports (including a front page article in the Sunday Times) have focused on consumer confusion over a number of key issues related to online grocery shopping. ‘The ABC of Online Supermarket Shopping’ aims to clear up many of these concerns and is being launched after an extensive consumer research programme by P&G highlighted a number of key consumer concerns regarding the online grocery shopping experience.

The site provides consumers with reassurance over issues such as the freshness of foodstuff, why product substitutions occur, pricing policies and the packaging and delivery process. It also aims to communicate how online grocery shopping fits around the individual needs of the consumer and provides varying aspects of freedom within their life.

To help consumers understand the choices available to them, “The ABC of online Supermarkets” also provides an independent review of the four leading providers in the UK marketplace – Asda, Ocado, Sainsbury’s & Tesco. To further aid understanding, consumers will also be able to download the recent Which? report on online grocery shopping, free of charge, through the site. Armed with this wealth of information, consumers will be in a far better position to assess the opportunities available to them within the online grocery shopping arena.

With over half the population having purchased online, the UK is one of the World’s most enthusiastic users of internet shopping. Participation in online shopping is being driven by factors such as a sharp increase in consumer confidence in secure online payments, the rise in the number of broadband users, and the fact that more and more recognisable high street brands are consolidating their offering online.

Mauricio Davila from P&G said: “P&G believe that online grocery shopping offers consumers a great alternative to traditional retail channels. However, our research programme highlighted the fact that consumers are often confused with the proposition and are in desperate need of an independent source of advice.”

“The ABC of Online Supermarkets will hopefully provide grocery shoppers with much of the help and advice they are seeking and enable them to get the most from this exciting new retail channel”

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About P&G
Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Ariel®, Always®, Pantene®, Bounty®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay®, Clairol Nice ‘n Easy®, Head & Shoulders®, and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.uk.pg.com for the latest news and in-depth information about P&G in the UK and its brands.

Journalists - for more information on this announcement and to arrange an interview, please contact:

P&G Press Office on 0191-2976262
Email : pgpress.im@pg.com

Or

Jonathan Moore – Joshua Interactive on 020 7453 8324
Email: jonathan.moore@joshua-agency.co.uk