Thank You, Mom -P&G
What started as P&G’ s unexpected opportunity, in 2010, to sign a sponsorship deal with the U.S. Olympic Committee for the 2010 Winter Games has resulted in a series of inspiring, tear-provoking ads that are met with great success to this day! We are referring to the company’s “Thank you, mom’’ campaign, which has been ongoing ever since, presenting us with deeply emotional and relatable ads, celebrating the world’ s purest kind of love: A mother’s love for her child.
The primary focus of all of the campaign’s commercials has surprisingly nothing to do with P&G products (except for the brand logos flashing at the end) and all the stories are about how mothers are, globally , the driving force behind the children who turn into the greatest athletes, taking care of them and supporting them through the hardships until they have finally reached their goals.
The most recent commercial, “Love over bias”, made for the Winter Olympics 2018, is a tribute to seeing the world through a mother’s eyes. It depicts the mom’s role in helping her children work past the world’s bias , where it be ethnicity, religion, disability or sexual orientation, and follow their dreams.
The “Thank You, Mom” Campaign’s lasting success is due to a combination of timing, as a brand new commercial always “accompanies” the Olympic games since 2010, memorable music, powerful images, and universality, as mothers all over the world (who are also the company’s main target group ) are able to trace a part of themselves in the ads and feel like P&G is there to support them, a notion that is also enforced by its slogan “ Proud sponsor of moms”. Therefore, brand love is increased and P&G creates a customer base as loyal and supportive as the company seems to be.
Furthermore, the way this campaign has encouraged the involvement of the audience, making it highly interactive, is among the reasons for its large influence.This was achieved through the hashtag “Thank you, mom” in Facebook and Twitter, which users where invited to use in order to thank their own mothers, as well as through the launch of an app ,in 2012, that allowed people to create personalized “thank you” videos for their mothers!
Through the “Thank You, Mom” campaign P&G succeeded, by means of the simple but moving value of motherly love,in interweaving its brand name with the Olympic games institution as well as connecting public glory to a personal relationship of affection that everyone resonates.
Our team, “ADverturous PRoposals”: Aimilia29, Liana Kollia, Korina Simeonidou, eirini*ak
