P&G Back to Product Sampling

A long time emphasis, being renewed.  Trial is a powerful method.

" ... Procter & Gamble – the world’s biggest advertiser – is placing a renewed focus on product sampling, according to a report in Advertising Age. Dubbing the practice “Point of Market Entry” or POME, P&G is planning to use the technique of letting consumers try before they buy to address shortcomings amongst their biggest brands. For example, Swiffer has only been tried by 10 percent of U.S. households, which may explain the “Lee & Morty” ads that prominently show a likably old-fashioned elderly U.S. couple trying (and liking) the cleaning product. ... "