P&G 'Thank you Mom' TVC makes Sochi Winter Olympics tie-up a hit
It's always difficult for a multi-brand FMCG company to efficiently leverage their association with a major event. Which brand do they push? Or which few brands do they push?
As you read this piece, this P&G TVC would have had almost a million views. It's a little over 960,000 now, so I expect it to ratchet up by a few tens of thousands in the next 20 minutes or so.
It's always difficult for a multi-brand FMCG company to efficiently leverage their association with a major event. Which brand do they push? Or which few brands do they push?
[caption id="attachment_1326367" align="alignright" width="380"]
Screen grab from YouTube[/caption]
This must have been the problem faced by P&G when they decided to partner the Sochi Winter Olympics. Two questions:
1. What do they push? Pampers? Duracell? Gillette? Tide?
2. How do they spell out their association with the event?
As this TVC shows, they did nothing predictable.
In answer to the first question, they decided not to plug a single brand and decided to back the communication with the mother brand, P&G. No consumer buys "P&G"; they buy the brands that P&G manufactures and markets.
More from BrandsIn answer to the second question, well, they decided to spell out their association with the winter Olympics by an association with winter sports.
To be more precise, by an association with winter sports and, as a consequence, an association with the sportsmen and sportswomen who make the Winter Olympics a success.
And they went a little further, beautifully further, by an association with those who help create the sportsmen and sportswomen.
Their mothers.
Watch the TVC here.
Great stuff, P&G. By the way, the views have gone up by 26,000 as I wrote this.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.
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