P&G market research becoming insidious

It's not enough that Procter & Gamble is studying hotel chambermaids' work habits to learn how to sell more industrial-strength Spic 'n' Span--now, in order to market their heartburn medicine Prilosec OTC, they've cornered the game of Bunco.

A dice game played regularly by 21 million American women, according to the Wall Street Journal, bunco is an excuse to socialize, often a weekly affair complete with rich food, drinks... and heartburn.

The Journal, which broke the story (or was tipped off to it by P&G PR) credits an enterprising product manager, Clarissa Niese, with discovering the vital link between Prilosec and Bunco. She found a P&G employee whose wife played regularly, and got invited to a game. Said Ms. Niese: "I could immediately see the relevancy to heartburn."

Now Prilosec is the exclusive sponsor of the Bunco World Tour.

This is getting downright creepy. Is there no activity or pastime which cannot be tied to some consumer product? Not if P&G has anything to do with it. It's enough to give you a stomach ache.

marketing, market research, health care, Wall Street Journal