What'd She Say--er, Sell?

The Center for Media and Democracy has a piece today on Proctor and Gamble's new stealth word-of-mouth marketing initiative, called Vocalpoint.

P&G has enrolled over 600,000 mothers (the biggest block of P&G consumers) to pitch their products to the people in their social networks--without disclosing their affiliation with the company.

What does this mean? NPH thinks it means the commodification of conversation; small-talk is a commodity useful for pitching products.

Be wary of any coupon-wielding soccer moms you may encounter. Be very wary.

Here's the link to the full Business Week story.