Take Five is a quarterly CD magazine that fits in with the life of a busy mum and simultaneously takes her out of it. It offers consumers a series of five-minute breaks on subjects as diverse as ‘how to make the perfect fruit smoothie’ to ‘an exercise that will regenerate your whole body’. We also include a booklet of money-saving coupons. Take Five is positioned as being supported by P&G. It has been conceived and created by ‘Vicky’, a mum who works at P&G, this allows us to speak to women in a credible, woman-to-woman tone.

This is the first programme to successfully drive loyalty to a disparate range of products through relationship marketing. It achieved volume increases across all brands. Qualitative research has shown that the programme also increased the emotional bond between consumers and P&G brands.